Нестандартная реклама "Getaway Stockholm", бренд: MINI Countryman, агентство: Jung von Matt Stockholm
Название: Getaway Stockholm
Агентство: Jung von Matt Stockholm
Рекламодатель: Mini
Бренд: MINI Countryman
Страна: Швеция
Сектор бизнеса: Автомобили
Год выхода: 2011
Вид рекламы: Нестандартная реклама
| Name | Company | Position |
| Johan Jäger | Jung von Matt | Creative Director |
| Daniel Wahlgren | Jung von Matt | Art Director |
| Magnus Andersson | Jung von Matt | Copywriter |
| Jan Casserlöv | Jung von Matt | Account Director |
| Leon Phang | Jung von Matt | Planner |
| Daniel Forero | Jung von Matt | Visual Director |
| Jon Palmqvist | Jung von Matt | Final Art |
| Ida Modin | Jung von Matt | Project Manager |
| Media Agency | Carat | |
| Production Company App | Monterosa | |
| Production Company Web/Backend | Suddenly | |
| Production Company Film | Duo Blau | |
| PR | Domingo PR |
Describe the brief from the client: BRIEF: Launch the new car model MINI Countryman in Sweden, using the global concept for the car: "Getaway". For MINI Sweden it was the most important launch and marketing campaign since the total remake of the car in 2001. TARGET GROUP: Mentally young, i.e. all people loving the MINI brand value. CHALLENGE: Create evangelists. Make them start talking about the launch both offline and online.
Describe how the promotion developed from concept to implementation: MINI is a car people have admired since they were kids and read about in comic books. We dared the mentally young to make their dream car come true - appealing also to primal hunting instincts. If you managed to catch a virtual MINI and kept your prey away from everybody else you won a real MINI, which fitted perfectly both with MINI`s DNA and the concept "Getaway". The talk value was enhanced by the campaign being the world`s biggest reality game.
Describe the success of the promotion with both client and consumer including some quantifiable results: - During the game week 11,413 people participated. - The virtual MINI was transported nearly 1,500 physical kilometres. - Average gaming time was 5 hours and 6 minutes per person. - Sales increased with 108% the first quarter after the campaign (record sales in Sweden). BONUS: - People from 90 countries followed the game on our website, minigetawaystockholm.com
Explain why the method of promotion was most relevant to the product or service: The campaign was based on play and getaway, which is what MINI`s DNA is all about. It was the world`s biggest reality game. It transformed Stockholm city - and everybody in it - to a living game board, and it transformed the target group to living billboards. All people can relate to a cat-and-mouse-like game, which got people to start planning and discussing strategies even before the game begun.
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