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Finalist Spikes Asia Awards 2011 (Promo and Activation)
Finalist Spikes Asia Awards 2011 (Promo and Activation)
Case study video:
We had one brief with two propositions. Not only did we have to increase local test drive number but also demonstrate that Mini is one of the world's most customisable cars.
We had an idea that pushed Mini's customisation promise to the fullest.
Introducing Carmonica.
We had an idea that pushed Mini's customisation promise to the fullest.
Introducing Carmonica.
The harmonicas were positioned with airflow in mind, using a heat resistant adhesive.
The car literally hummed about the city, catching attention, attracting test-drives, visiting music festivals and car shows while promoting the overall theme Custom Awesome.
The experience of this simple outdoor idea continued online giving users the option to create their very own customisable music video. Information on each user was then fed back to the showroom dealers.
Visits to the Mini website were up 800% during the campaign and test-drives at the Mini Showroom were double the previous month.
Local TV and print media spread the word, with news of the Carmonica reaching 1.1 million New Zealanders or 33% of the country. Top Gear UK has also filmed a piece on the car, set to screen this year during Season 17.
