THE MONSTROUSLY MINI EXPERIENCE
| Title | THE MONSTROUSLY MINI EXPERIENCE |
| Brand | MINI |
| Product/Service | THE MINI JOHN COOPER WORKS |
|
Entrant Company
|
ISOBAR Paris, FRANCE
|
|
Advertising Agency
|
ISOBAR Paris, FRANCE
|
Credits
| Damien Frossard |
ISOBAR |
Chief Creative Officer |
| Luc Gesell |
ISOBAR |
Copywriter |
| Matthieu Berthault |
ISOBAR |
Art Director |
Brief Explanation
MINI revises its original small bomb, the MINI JOHN COOPER WORKS. 231 CH.
The most powerful in its segment. The most MONSTROUSLY of all MINIs. MINI warns us "to understand what is the New MINI JOHN COOPER WORKS, try the MINI."
What angle "monstrously MINI" can we imagine to celebrate the most powerful MINI ever built? For the most monstrously of MINI, it was a monstrously MINI campaign.
Then, he became inconceivable to create this campaign behind a desk or in a meeting room.
For the first time an integrated campaign is entirely crafted inside a MINI beside a pilot who has been briefed to test his limits, to show visually how its 231HP could affect the ad campaign.
The Campaign
For the most monstrously of MINI, it was a monstrously MINI campaign.
So we have created the first fully on-board launch.
For the first time an integrated campaign is entirely crafted inside a MINI beside a pilot who has been briefed to test his limits, to show visually how its 231HP could affect the ad campaign.
For better PR we also invited journalists and bloggers to write their articles on the new JCW MINI.
As a result the campaign is inundated with typos, the chart is burst and nothing is stable. posters, banners, skin layouts, ads, everything is failed. Even the press ads… We get massive reactions from internet users.
To relay the concept of mind-blowing operation was supported through a massive digital activation but also through an event-covering and press partnerships and blog strippers.
Creative Execution
For better PR we also invited journalists and bloggers to write their articles on the new JCW MINI.
As a result the campaign is inundated with typos, the chart is burst and nothing is stable. posters, banners, skin layouts, ads, everything is failed. Even the press ads…
We get massive reactions from internet users, we generated thousands typos, sorry,
and, some guys reacted… a little hurried.
To relay the concept of mind-blowing operation was supported through a massive digital activation but also through an event-covering and press partnerships (GQ / Auto-plus / Sport) and blog (Luxsure / Dark Planner) strippers.
1,9 million views (YouTube + Facebook)
1, 3 million full views (video duration: 2mn36)
40% of earned media