Mini Strike
August 18, 2010 by
The
Challenge
After a continued presence at the Sydney Motorshow, MINI came to PLAY and asked us to develop a stand alone activation around the Motorshow and deliver 500 driving experiences to potential MINI drivers.
The
Strategy
Answering the call, PLAY developed a larger than life bowling extravaganza to demonstrate MINI’s go-cart handling and performance. Our objective was to get the audience thinking, “Wow, I didn’t realise you could do that with a MINI!”
The
Experience
Consumers were given the opportunity to hop in the car with a professional driver and be part of the world’s first car bowling experience! Pre-promotion included ambient media, online, teaser trailer plus Sydney’s largest billboard.
Wow, I didn’t realise you could do that with a Mini.
The
Results
5000 Brand Impressions
850 Driving experiences
2 Cars sold immediately
The project budget was recouped by the media coverage alone
Mini Pick-Up
August 12, 2010 by
The
Challenge
Following a shift in focus for MINI towards lead generation activities, MINI set us the challenge of developing an activity to replace their annual presence at the Sydney Motorshow and generate 180 qualified leads/test drives.
The
Strategy
Targeting specific postcodes around Sydney where the MINI audience could be found, PLAY developed a super-slick urban chauffeur service to give consumers a firsthand taste of the sporty MINI flair.
The
Experience
Our drivers offered consumers chauffeur lifts to their destination of choice. The drive took consumers on a MINI adventure en route to their destination featuring customised playlists, sporty MINI driving and go-kart like handling.
The
Results
570 Chauffeur rides
230 Test drives
40% Of the city population saw the Pick-Up cars during the week
Mini Casting
August 12, 2010 by
The
Challenge
An interactive casting experience at Flickerfest where participants could create their own MINI short films. The theme was a good old car chase in the wild west!
The
Strategy
Adding to the flavour of the film festival, the casting experience allowed MINI to integrate into the experience in an authentic way, making the brand the hero of the festival.
The
Experience
Festival goers were given the opportunity to hop onto our pop up short film set and make their own short film!
The project bypassed all my expectations!
The
Results
30,000 Spectators
3,317 Online engagements
412 Active participants
173 Short films created
Mini Challenge
August 12, 2010 by
The
Challenge
For the inaugural MINI Challenge in Australia, PLAY launched the racing series and designed the corporate hospitality facilities for all guests and visitors at nine motor racing events.
The
Strategy
Creating an exclusive launch party for media representatives, as well as racing and other VIP guests, PLAY launched the two John Cooper Works models whilst celebrating the inaugural MINI CHALLENGE in Australia.
The
Experience
PLAY created a track-side branded environment, incorporating a team lounge as well as a public lounge area with a merchandise section, slot car racing for entertainment and display MINI’s.
The
Results
300 key media representatives and VIP guests highly engaged
Mini Swipe
August 12, 2010 by
The
Challenge
MINI came to PLAY and asked us to find a way to leverage and maximise their ongoing sponsorship of Flickerfest. Our task was to create an intriguing brand activation that would add to the flavour of the festival.
The
Strategy
With festival goers spending time roaming around the festival, we thought we could leverage this and turn it into a opportunity to really engage. Enter the official MINI Swipe Investigation!
The
Experience
After the official Flickerfest MINI was “stolen” on opening night, the investigation commenced. Following the execution of 8 activation stunts, Investigation Agents began questioning the audience, encouraging them to submit tip offs.
The
Results
8, 500 Investigation flyers were distributed around Bondi
1,000 “Witnesses and suspects” were questioned
8 Stunts
4 Screenings on the big screen at Flickerfest