| Advertiser | Mini |
|---|---|
| Sector | Automotive |
| Buying route | AGP |
| Audience | ABC1 Adults |
| Sector | Automotive |
| Target Audience | ABC1 Adults |
| Package | AGP |
| Creative Agency | iris Worldwide |
| Media Agency | MediaCom |
Background
Mini is a well-known and much-loved brand, but the brand wanted to launch a campaign that was going to do more than reaffirm this love; it wanted to drive footfall into its specific local retail centres. It was a huge business interest to get car buyers behind the wheel of a Mini and to therefore drive leads so that retailers could follow up and encourage test drives.
Idea
Mini joined forces with its retailers to fund the first ever regionalised cinema campaign and get people across the UK to test drive its country model at their local dealership.
In collaboration, Amplifi, Digital Cinema Media (DCM), Vizeum and Pearl & Dean created the first ever localised cinema campaign, spanning the breadth of the country.
Copy was delivered to every cinema with a bespoke end frame, directing cinemagoers to their nearest Mini retail centre, resulting in 147 pieces of copy generated onto 439 screens.