NEW YORK AUTO SHOW, LET’S MINI
As a street-legal go-kart, MINI has never been a traditional car. So, using competitor taglines and some very strategic media placements, MINI invited New York Auto Show attendees to ditch conventions for a thrill ride that would blow their company-provided socks right off.
Instead of attending the Auto Show, we bought media around it. Starting with three digital billboards right outside the entrance.
We flew a plane above the Auto Show.
Put our ads inside the Auto Show.
Intercepted attendees at the Lincoln Tunnel on their way to the Javits Center.
Took out two full pages in the NYT. Then had them delivered to every hotel room near the Auto Show.
Who said room service was dead?
Popped up in each borough of NYC. ‘Ello ‘Ells Kitchen.
And finally followed attendees all the way back home to their company headquarters.
Each piece of the campaign led to CarPeopleLetsMINI.com where you could book a test drive at the Ultimate Driving Experience.
Agency: Goodby Silverstein & Partners
CW: Mason Douglass
CD’s: Kate Baynham & Hanna Wittmark