MINI’s World record attempt

The Challenge

Lowe Profero was asked to pre-launch the new MINI Countryman, the first ever four-door MINI, to gain maximum awareness and sales leads - before the car was even available or the launch advertising had aired.

We had to communicate this was the biggest MINI ever, whilst reassuring it was still a MINI.

Solution

We answered the classic question: "how many people can you fit into a MINI?"

We used digital technology to create a MINI World Record. In doing so we created an idea that was pure MINI whilst also demonstrating the Countryman's record size.

We held this world record attempt in high footfall shopping malls across eight major UK cities, where we installed a life-size fiberglass replica of the Countryman; with state of the art digital projection technology inside. We inspired participation by making it as easy as people putting their face against a pane of glass and instantly projecting their image inside the car, as if they were squeezed inside. They were then able to share that footage on their own Facebook page, ongoing record attempts were updated live at MINI.co.uk and on the car's branded Facebook page. All of which enabled us to capture data and connect these leads to the dealers.


Gallery

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Results

Find

  • Over 1.4m people saw the installation
  • In just 8 days we earned 250k social media shares and mentions

Inspire

  • We turned a walk by into an average engagement time of 7 minutes per person who participated
  • We digitally crammed over 10k into the MINI Countryman
  • 10% of these shared on their own Facebook pages
  • We achieved a near perfect Nielsen Buzz score of  +4.65 (+5 highest score).

Connect

  • We generated over 6k sales leads for the dealer network
  • Amazingly, the MINI Countryman sold out before the car had arrived in the UK or the launch advertising had even started

Awards

Best in
2011
Creative, BIMA
Best use
2011
Integrated, BIMA
Best use
2011
Automotive, BIMA
Best use
2011
Outdoor & Installation, BIMA
Grand Prix
2011
Internationalist Awards
Gold
2011
Experiential,
Market Week Engage
Gold
2011
Integrated Experience, The Lovie Awards
Gold
2011
Mobile & Experiential, The Lovie Awards
Highly Commended
2011
Outdoor Planning Awards
Shortlist
2011
Automotive, Aerospace
& Marine,
Campaign Big Awards
Grand Prix
2010
Creative Showcase
Finalist
2010
The One Show