MINI Speed Date
MINI wanted to seduce MINI drivers into trying another, younger model. So we created a test drive based on the Speed Date concept. This adventure started receiving a big mailing at home introducing all-new models, inviting people to a website where they could set up a date based on their car preferences with one of the exciting new MINI models. Once at the dealer the customer had a personalized experience where he could discover all the new features one by one with an iPad app that had set up the customers name, model and car color they were going to test drive.
For the iPad app, we used language borrowed from the world of dating and flirting to showcase the exciting new MINI models. During the test drive, the MINI Connected console had predefined dating spots based on a quiz the customer did at home when setting up the test drive.
A camera was hidden in the car recording the smiles during the date to send a newsletter the next day with the price offer. Time to get back in the game.
Random screens from the different models
The new MINI. The new original.
For the launch of the new Hatch, MINI asked us to build a campaign focused on mobile devices to target their younger audience and increase the customer CRM database giving in exchange the chance to win the new MINI for a year. We created a few games to experiment some of the New MINI main features engaging customers with the brand in a campaign launched in 35 markets.
All the Art Direction was inspired by project mapping projections that were also planned to be part of some offline advertising actions and installations. Everything was happening inside a warehouse were also a test drive would take place.