MINI
Advertising, Art Direction, Web Design
2012
MINI's whole marketing goal is to get butts in seats for test drives, since people who drive one tend to buy one. As part of the MINI Coupe launch, we asked people to describe the best test drive they could imagine–in just six words–and promised to use the winning entry as the plot for a two-minute ad starring the winner. The program was a success, 97% of dealers participated making it the biggest dealer event in MINI history, 15,000 entries were received and year-on-year sales rose 70.5%.
  • MINI
  • MINI's whole marketing goal is to get butts in seats for test drives, since people who drive one tend to buy one. As part of the MINI Coupe launch, we asked people to describe the best test drive they could imagine–in just six words–and promised to use the winning entry as the plot for a two-minute ad starring the winner. The program was a success, 97% of dealers participated making it the biggest dealer event in MINI history, 15,000 entries were received and year-on-year sales went up 70.5%.
  • Print
  • MINIUSA.COM             And the winner is...
  • TV                                                                                                                          Additional Credits: Lyle Yetman/Steve Mapp
  • Online submission creative
  • Direct Mailer T-Shirt