AUTO SHOW, LET’S MINI

IDEA: As a street-legal go-kart, MINI has never been a traditional car. So, using competitor taglines and some very cheeky 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.

DROVE A 177% LIFT IN SOCIAL ENGAGEMENT.

POST REACH SAW A 622% TURBO BOOST.

MINI said ‘ello to NYAS attendees right at the entrance of Javits Center.

Flew a plane above Javits Center.

Took over the ad space inside Javits Center.

Intercepted attendees at the Lincoln Tunnel on their way to the Javits Center.

Took out two full pages in the NYT. Then made sure they were in every hotel room near the Javits Center. Who said room service was dead?

Popped up in each borough of NYC. ‘Ello ‘Ells Kitchen.

And then followed attendees back home to their company headquarters, giving Joe Goldberg a run for his money. ‘Ello, You.

Each piece of the campaign led to CarPeopleLetsMINI.com where you could book a test drive at the Ultimate Driving Experience.

Proving that when you’re not afraid to have a little fun, you win every time.

Creative Directors: Kate Baynham, Hanna Wittmark

Senior Copywriter: Mason Douglass

Senior Art Director: Savannah Bradford