MANY MINI

TitleMANY MINI
BrandMINI
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
Name Company Position
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.