| Title | #ASKTHENEWMINI |
| Brand | BMW |
| Product/Service | MINI |
| Category |
F04. INNOVATIVE USE OF SOCIAL OR COMMUNITY |
|
Entrant Company
|
WEBGUERILLAS Munich, GERMANY
|
|
Advertising Agency
|
WEBGUERILLAS Munich, GERMANY
|
Credits
| Client Project Director |
BMW AG |
Monika Mühlfellner |
| Client Project Manager |
BMW AG |
Antonella Granatella |
| Agency Account Coo |
Webguerillas Gmbh |
Ares Georgoulas |
| Agency Account |
Webguerillas Gmbh |
Maria Nowack |
| Agency Account |
Webguerillas Gmbh |
Amelie Hartinger |
| Creative Director |
Webguerillas Gmbh |
Klaus Müller |
| Copywriter |
Webguerillas Gmbh |
Stephan Schwade |
| Concept |
Webguerillas Gmbh |
Nina Morgenstern |
| Junior Art Director |
Webguerillas Gmbh |
Marie Boria |
| Junior Art Director |
Webguerillas Gmbh |
Vanessa Hluchnik |
| Techn. Director |
Webguerillas Gmbh |
Thomas Brück |
| Social Media Manager |
Webguerillas Gmbh |
Yvonne Deim |
Creative Execution
Using the hashtag #asktheNEWMINI fans could ask questions via social media channels from all over the world (mainly on Facebook, Twitter, Google+ and Twitter). Almost daily a fan-question was chosen and answered with an individual video starring the MINI.
"Will you be mine?", "Can you fly?", "How does it feel to drive you?" Strange questions to ask a car. But the new MINI found its way to answer with vrooms, tire marks and drifts. From the new bord computer to the secret glove box: The clips presented all features in a playful way and showed the new MINIs personality.
In total we created 40 clips. Each one matched with many similar questions. This way we were able to answer 40% of all fan questions (answers for 1.200 fans). The thrilled fanbase reacted with endless likes and shares – 18 Mio. total impressions!
In sum MINI gained 400K new Fans on Instagram, Twitter, G+ and Facebook. Campaign posts and videos got over 500K likes over all social media channels. Blogs took up the campaign and single videos made it into toprankings for Instagram-videos.
Finally the new MINI became a well-known, loved friend to the MINI-community. What more could you ask for?
The MINI. An iconic car with passionate fans. A loved friend for generations. But when the new MINI was introduced many fans reacted sceptically: "New looks, bigger size: Is this still a MINI?"
To convince them that behind all changes the new MINI still has the same playful attitude, we let the new MINI literally speak for itself: In 15-second Instagram-videos.