MINI
The World's First Digital Automotive Store
Selling 20 limited edition cars in 20 hours.
Challenge
MINI wanted to sell 20 'Pure Burgundy' Limited Editions in less than 24 hours.
Idea
We decided to set up the first ever digital pop-up store for a car, focusing on its rarity and exclusivity of colour.
By drawing inspiration from fashion trends, motion design and an innovative, digital customisation process, we created notoriety around the MINI 'Pure Burgundy', billing it as the region's ultimate & most exclusive accessory.
Countdown Kick-off
We started off the campaign with digital art teasers and countdowns on sponsored Instagram Stories, posts and other social media.
Digital Shopping Experience: Add to cart, drive off
In the style of online pop-up shops from fashion brands for limited edition drops, we created a seamless one-off digital retail experience for the MINI Pure Burgundy. For the first time ever, we gave audiences the ability to select, customise and checkout their own car in a few, easy steps.
Outdoor: Capturing originality
We drove traffic to the website and increased campaign engagement by setting up AR-integrated installations around the city's popular spots, along with traditional billboards and posters.
Influencer Programming: Fuelling FOMO
In the last few hours of the campaign, we released a series of short films starring well-known social media stars from around the region.
These vignettes showed each one doing what they are best known for, through the lens of exclusivity we painted for the MINI Pure Burgundy. We capitalized on their fame to create even more FOMO, polishing off the last few cars in stock.
Credits
Agency
Impact BBDO
Location
Dubai
Art Direction
Taraka 'TK' Tennakoon
Collaborators
Kusal Udhara - Art Director, Sumayyah Abu-Hulayel- Copywriter
Results & Impact
20 cars sold in 26 hours.
Sales Results:
17 cars where sold online via digital re-targetting and the online store. The remaining 3 cars where sold in-showroom via OOH exposure & WOM enquiries.
Campaign Results:
Over one third of a million views across all video assets. The campaign CTR was 4.7%, over industry average of 0.42%.