Title | MANY MINI |
Brand | MINI |
Product/Service | - |
Category |
A08. Social Data & Insight |
Entrant
|
WE ARE SOCIAL Milan, ITALY
|
Idea Creation
|
WE ARE SOCIAL Milan, ITALY
|
Production
|
MONKEY TALKIE Milan, ITALY
|
Credits
Alessandro Sciarpelletti |
We Are Social |
Creative Director |
Gabriele Caeti |
We Are Social |
Creative Director |
Daniele Piazza |
We Are Social |
Creative Production Director |
Paulo Gonzalez |
We Are Social |
Associate Creative Director |
Stefano Knoll |
We Are Social |
Senior Art Director |
Camilla Vanzulli |
We Are Social |
Creative |
Marco Betti |
We Are Social |
Editor |
Lorenzo Canazza |
We Are Social |
Writer |
Alice Martinucci |
We Are Social |
Junior Designer |
Gabriele Bassetto |
We Are Social |
Junior Art Director |
Marco Cassanmagnago |
We Are Social |
Strategy Supervisor |
Anna Maslioukh |
We Are Social |
Junior Strategist |
Matteo Starri |
We Are Social |
R&I Director |
Eleonora Tomasi |
We Are Social |
Senior R&I Analyst |
Francesca Feller |
We Are Social |
Group Account Director |
Leandro Iorio |
We Are Social |
Account Manager |
Giulia Castagna |
We Are Social |
Account Executive |
Justine Beaussart |
We Are Social |
Producer |
Andrea Grieco |
We Are Social |
Content Specialist |
Giorgio Marziani De Paolis |
We Are Social |
Technology Director |
Pierluca Lino |
We Are Social |
Technologist |
Why is this work relevant for Creative Data?
This work is relevant for Creative Data because it leverages on data analysis and targets’ profiling to engage users with a tailor-made branded experience and to action them to create even more.
Background
Our goal was to launch the New MINI: the most customizable car ever, with the most diverse fan base.
Describe the idea/data solution
We created the most customizable ad ever made, with 150 Millions different versions.
Describe the data driven strategy
To reach all MINI lovers, one commercial was not enough.
In order to talk to every user effectively, we profiled our fan base by their interests through many different tools, going from Facebook Audience Insights, to Sysomos listening tools and Global Web Index for quantitative research.
Describe the creative use of data, or how the data enhanced the creative output
After our researches, we targeted users with highly personalized social ads. Then, through a dedicated platform, we invited them to make their own version of the spot, customizable on their passions, with 150 Millions possible results.
List the data driven results
97 millions of impressions.
18K unique ads generated by users.
Trending on Snapchat, Instagram, Giphy.
More commercials created for one car than those ever made within the automotive industry.