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| CLIENT |
MINI |
| CAMPAIGN |
The Other View |
| SERVICE |
Online Advertising, Design |
| TERRITORY |
ny |
| OFFICE |
New York |
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| The Challenge |
MINI launched the 'Clubman', a new totally new model based on the original MINI Traveller model in November 2007. This new car was quite different from the traditional 3 door hatch back configuration that everyone associates with MINI hence the launch strapline 'The Other MINI'.
The brief from MINI was to help them create buzz around the notion of 'otherness' and start celebrating this thought ahead of the mainstream launch.
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| The Solution |
We created a destination for people to start to experience the idea of otherness which was portrayed across the site in everyway, from the URL to how users access the site, to the content it displayed.
The site showed a building with a revolving door and above it a counter, counting down in seconds. When the counter hit 00000 the doors would open and a new short film depicting an everydaty situation with an 'other' twist would show. The background to this 'portal to another world' changed from morning to night depending on the time that a user was looking at it. In order not to miss the doors opening, users could download a reminder to their email calendar that would state "The Other View opens in 10 minutes". Users could also download the counter as a widget to place either on their blog, or on their Facebook homepage. The counter was determined by the user's computer clock so when the clock struck the predetermined time (4pm or 5pm, Thursday or Friday) the doors would stop revolving, open up and the user was taken down into a tunnel where the film was shown. A total of six films were shown over the six week campaign period.
In order to add to the intrigue and create additional layers to the work a number of 'hidden' tools allowed returning users to view the film content again but only if they could work out where they were.
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| Results |
The site did not have any media budget behind it and was promoted purely through WOM. It was well received with over 35 blogs talking about the experience including PSFK, Cool Hunting, Contagious, Adverblog and Organic who wrote "Without any TV or online media buy, there are 24 people in the Detroit office making popcorn and getting ready to snuggle up in front of the computer and tune into MINI". In additional to the number of people watching the films live, the hotspots hidden within the floor times were played over 7,500 times.
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MINI
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