Title | MINI MULTIPLEX PROMOTION |
Brand | BMW MINI |
Product / Service | CARS |
Category | C01. Integrated Campaign Led by Direct |
Entrant | CREATIVE LOUNGE Seoul, KOREA |
Entrant Company: | CREATIVE LOUNGE Seoul, KOREA |
DM/Advertising Agency: | CREATIVE LOUNGE Seoul, KOREA |
Credits |
Name | Company | Position |
---|---|---|
Yongtaek Lee | Creative Lounge | Account Manager |
Jaehwan Yoon | Creative Lounge | Creative Director |
Jisung Yoon | Creative Lounge | Copywriter |
Sungsoo Hong | Creative Lounge | Art Director |
Hyewon Noh | Creative Lounge | Art Director |
Inchul Choi | Creative Lounge | Art Director |
Sunwoong Kim | Creative Lounge | Account Manager |
The objective was to enhance brand awareness and preference in a high traffic area. MINI has installed the history of MINI inside Megabox, Korea's No.1 multiplex. Our key focus was providing the unexpected to the visitors and generate traffic around the interior branding.
In order to communicate to our target audience, 30-39 male & female, multiplex was the best suit for the promotion. Movies is the No.1 hobby for this target audience and Megabox is their preferred choise. Using the fun & exciting brand image in a MINI relevant way makes it easier to communicate to our core audience as well as our secondary targets, 20-29 male & female.
Our approach was to create a world of MINI. In order to do that, we've redesigned the cinema's interiors into a MINI world as well as the items. It was the first time for an automative company to redesign and name the cinema itself after the brand. We've created a MINI museum, showing the 50 years history of MINI, and actually displayed the car insde the venue. We've also created a MINI-day, which is every Thursday, for on-line promotion to generate traffic on-line and off-line.
- 15% sales increase. - Over 10,000 people have participated in the ‘MINI day’ promotion. - 20 related articles.