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| CLIENT |
MINI |
| CAMPAIGN |
Follow the White Rabbit |
| SERVICE |
Online Advertising |
| TERRITORY |
ny |
| OFFICE |
New York |
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| The Challenge |
Profero was briefed to create a brand building online campaign to act as a teaser for the new MINI launching in November.
Profero’s strategy was to bring the concept of the MINI adventure alive online in a way that only MINI could get away with. The campaign had to be
discovered rather than announced; so we needed to find a way to capture our specific target audience of cool urban trendsetters.
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| The Solution |
Inspired by the Matrix and Alice in Wonderland, ‘follow the white rabbit’ was born, which in a nutshell took users on an unexpected journey to a series of distinctive and independent websites and offered them an experience like never before.
So not only did we create the executions using 3D Flash animation and CGI, we also had to find and choose real websites where we took users to as part of their journey. We started with an initial list of 456 sites and short listed them down to 12 to make up 3 separate unique journeys.
The user was taken on one of three possible journeys; each selected randomly and the user never went on the same journey more than once. Furthermore it is one of the few true examples of a branding campaign online where the only branding is the car, the ad clearly states "This is not the way to the MINI website" and at the end of the journey we leave them with nowhere to go, encouraging them to find another journey.
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| Results |
The campaign achieved an overall CTR of 9.7%, a staggering 33% of all users who started the journey completed the entire journey this increased to 86% of users who reached stage 2. The campaign was picked up by a large number of non advertising blogs such as fabulist.com and bloglines.com. It also became the first advertising campaign to be featured on Cool Hunting, creating a real Buzz online.
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MINI
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