| Title | THE SHORTCUT BILLBOARDS |
| Brand | BMW |
| Product/Service | MINI |
| Category |
A05. Automotive |
|
Entrant
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SERVICEPLAN GERMANY Munich, GERMANY
|
|
Idea Creation
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SERVICEPLAN GERMANY Munich, GERMANY
|
|
Production
|
IT'S US Munich, GERMANY
|
|
Production 2
|
NEVEREST München, GERMANY
|
Credits
| Alexander Schill |
SERVICEPLAN GROUP |
Global Chief Creative Officer |
| Matthias Harbeck |
SERVICEPLAN GERMANY |
Creative Managing Partner Germany |
| Hans-Peter Sporer |
SERVICEPLAN GERMANY |
Managing Creative Director |
| Christina Antes |
SERVICEPLAN GERMANY |
Managing Director |
| Konstanze Kliesch |
SERVICEPLAN GERMANY |
Account Director |
| Valentyna Fomina |
SERVICEPLAN GERMANY |
Junior Account Manager |
| Luitgard Hagl |
SERVICEPLAN GERMANY |
Creative Director |
| Kornelia Szatko |
SERVICEPLAN GERMANY |
Copywriter |
| Michael Lux |
SERVICEPLAN GERMANY |
Art Director |
| Pascal Plaumann |
SERVICEPLAN GERMANY |
Junior Art Director |
| Ewald Pusch |
NEVEREST |
Managing Director |
| Jochen Hirt |
NEVEREST |
Senior FFF Producer |
| Norbert Henning |
Freelance |
Producer |
| Ben Foehr |
It's us |
Chief Executive Officer |
| Stephan Telaar |
It's us |
Director |
| Hakan Cirak |
It's us |
Head of Production |
| Karina Kirschner |
It's us |
Line Producer |
| Omid Mirnour |
It's us |
Production Assistant |
| Johanna Katz |
It's us |
Production Assistant |
Why is this work relevant for Brand Experience & Activation ?
With our special billboards, that were also shortcuts for pedestrians in busy locations in Berlin, we gave people an actual benefit as a brand experience. MINI as a brand has been searching for creative urban solution since the 60-ies. With this work we could make pedestrians experience this brand core in a fun and unseen way, explain our key feature RTTI – and actually save people up to 12 minutes of time on their usual way through the city.
Background
Within the framework of the campaign for MINI’s new fully connected car range we needed to come up with an idea that promotes Real-Time Traffic Information (RTTI) – a feature that gives car drivers real-time alerts for any accidents, traffic jams and roadworks ahead. With a production budget of 120k we still managed to have thousands of Berliners experience one of our three shortcuts in central and busy areas of Berlin.
Describe the creative idea
Our target group were residents in Berlin with a busy schedule – the so called “gadget guys and girls” who are eager to try out new things and are open to advanced technologies. Connectivity and time-saving features are essential to them.
Drivers spend over 50 hours in traffic jams every year. MINI Connected now helps them to find the fastest way with Real-Time Traffic Information. We let pedestrians in Berlin experience this benefit for themselves.
By fitting doors, ladders and stairs to special billboards, we created opportunities for pedestrians to shorten the distance they walked by up to 12 minutes. In short: everyone finds the fastest way through the city with MINI.
Describe the strategy
How do you showcase a drivers’ benefit to every potential car driver – namely pedestrians? With a media idea that makes them experience the benefit on the go: the shortcut billboards.
Our main target group were residents in Berlin with a busy schedule – the “gadget guys and girls”, eager to try out new things and open to advanced technologies. Connectivity and time-saving features are essential to them.
First, we observed where people in the city center of Berlin need shortcuts most. There we placed the special billboards and attracted the attention of busy residents who were very grateful for the option to shorten their usual routes.
We also aired a documentary video on Social Media targeting potential buyers of a MINI with MINI Connected – to explain the feature. But we also hit a nerve with this video, since in only one week we had 12,7 mio. impressions.
Describe the execution
In April 2018 we placed our shortcut billboards in the popular quarters Berlin Mitte, Charlottenburg and Brunnenviertel at much frequented places.
The billboards were specially build together with an architect. Doors as well as 3D elements like stairs and ladders helped pedestrians to overcome obstacles such as brick walls and fences.
We therefore had to find locations that desperately need shortcuts for pedestrians. Turns out, that most cities unfortunately have lots of them. So does Berlin.
In the week after that we aired our documentary video on facebook and Instagram as video ads and stories.
In the end, the shortcut billboards not only proved that MINI helps everyone to find the fastest way through the city, but showcased that MINI is an engaging brand that loves interaction with the consumer through witty design.
List the results
Thousands of people experienced the time-saving feature that comes with every MINI Connected system. In various interviews residents confirmed that our locations were chosen well – who wouldn’t want to have a shortcut around a soccer field in the middle of the city?
In the end, the shortcut billboards not only proved that MINI helps everyone to find the fastest way through the city, but showcased that MINI is an engaging brand that loves interaction with the consumer in every media channel.
Also the video documentary caused a lot of attention in Social Media and the press (12,7 impressions in only one week) – and MINI was asked a lot of times to build shortcuts in other cities as well. So we could not only explain our core feature of the MINI Connected package, but claim our leadership as expert brand for creative urban solutions.