THE MINI MISSION EXPERIENCE
Creative Director 2D
Create a unique marketing campaign for MINI by generating early test drive programmes.
I wanted to find a new area of marketing for the MINI brand and found the youth market had yet to be touched by this approach. Using the power of social media to engage and share a campaign message we could select a group of students from Universities throughout Britain to become the MINI ambassadors. Their challenge was ‘Who could complete the most MINI MISSIONS’ (test drives within the 6 weeks) to WIN themselves a MINI for a year and other prizes for the winning University. I owned this pitch and the direction of this campaign and how it was presented - to make it a winner I new if we keep it on a ow budget MINI and presented it as it was live already MINI wouldn't say no.
Pitch Win (MINI saw this campaign as an opportunity to do more with less).
Over 10,000 likes on Facebook, which created a media frenzy in the local Cities.
Over 1,000 test drives with a conversion rate of 2% within the first 18 months.
MINI used this campaign for four years.