When developing a campaign for the collegiate EFFIE competition, I developed a concept for OOH techniques. A negative theme we heard in our focus groups and interviews was that our target could not see themselves driving a MINI. But they also gave us an easy solution, that if they saw people more people like themsleves driving MINI’s they would be more open to the MINI brand.
One way were going to use this solution is to put an advertisement around campuses and metro area bus stops. When people sit down at the bus stop there will be an opening in our advertisement design to make them look like they are sitting in a MINI from the outside. When people walk by they will see different types of people, maybe people more like themselves sitting in a MINI.
In our focus groups a reoccuring theme that we kept hearing was that MINI wasnt a car that would grow with them through life. They felt like it was just a car for a rich high school kid or single people. I created a digital billboard to show our target that MINI connects with them wherever they are at in life. Whether they are single, married, married with one or two kids. MINI connects with them right where they are.