They were having fun and the rest of the world had noticed.
To leverage this allure, we created a secretive campaign.
Instead of running big TV
We sent out mysterious books with secret compartments
To hundreds of thousands of MINI owners.
The books contained “spy gear”
That let them discover secret messages in print ads
And on web pages that other people could see
But only wonder about.
It helped to build mystique
Create stronger bonds within the MINI cult
And turn them into evangelists all too happy to tease their friends
With their little secret with a lot of horsepower.
AWARDS
Kelly Awards – Grand Prize – Integrated Campaign
Effies – Gold – Integrated Campaign
Andy Awards – Bronze – Integrated Campaign
Webby Awards – Winner -- Integrated Campaign
PRESS
Creativity
AdAge
Luerzer's Archive