LET’S MINI
Over the last decade, MINI lost the brave attitude that once made them famous in the marketing industry.
They came to us to get their edge back.
MINI is not a car; it’s a street-legal go-kart that doesn’t behave like a traditional auto brand.
“Let’s MINI” reminds people of MINI’s underdog spirit, fun-to-drive nature, and challenger mentality.
We launched with two anthem films and a stunt at the New York Auto Show.
ANTHEM FILM
CINEMA FILM
What better place for MINI, a three-time Monte Carlo F1 champion, to show up than before the F1 movie in cinemas across the crountry?
BRAND STUNT: NEW YORK AUTO SHOW, LET’S MINI
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 four 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
Senior CW: Mason Douglass
CDs: Kate Baynham & Hanna Wittmark