Mini

In a nutshell, this campaign took users away from their mundane web-existences and onto an unexpected journey – offering them a new adventure online. I crafted the copy that helped generate a staggering 9.7% click through rate, and helped source the unusual websites that took 33% of people┬áright to the end.

Campaign summary video:

The executions were created using 3D Flash animation and CGI, and we used┬áreal websites for the journey. We started with an initial list of 456 quirky sites, and shortlisted them down to 12 – to make up 3 separate unique journeys.

The user was taken on one of three possible journeys; each selected randomly and never the same journey twice. In a typically MINI fashion, the only branding was the car, and at the end of the journey, users were left stranded, encouraged to find another adventure.

Results

The campaign achieved an overall CTR of 9.7%, a staggering 33% of all users who started the journey completed the entire journey this increased to 86% of users who reached stage 2. The campaign was picked up by a large number of non advertising blogs such as fabulist.com and bloglines.com. It also became the first advertising campaign to be featured on Cool Hunting, creating a real Buzz online.

Awards

OCT 07 IAB MIXX GOLD

JUN 07 Cannes Cyber Lion GOLD

MAY 07 One Show BRONZE

APR 07 Internet Advertising Competition Outstanding Online Campaign

MAR 07 Future Marketing Awards Winner – Best Internet Innovation

MAR 07 Future Marketing Awards Winner – Best Internet Campaign

MAR 07 Revolution Awards 07 Winner – Media

MAR 07 Revolution Awards 07 Gold Grand Prix

DEC 06 Eurobest Awards Bronze

NOV 06 BIMA Awards Winner