MINI MULTIPLEX PROMOTION

TitleMINI MULTIPLEX PROMOTION
BrandBMW MINI
Product / ServiceCARS
CategoryC01. Integrated Campaign Led by Direct
EntrantCREATIVE LOUNGE Seoul, KOREA
Entrant Company:CREATIVE LOUNGE Seoul, KOREA
DM/Advertising Agency:CREATIVE LOUNGE Seoul, KOREA

Credits

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 Brief

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.

Creative Execution

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.

Describe the creative solution to the brief/objective.

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.

Results

- 15% sales increase. - Over 10,000 people have participated in the ‘MINI day’ promotion. - 20 related articles.