Title | CARMONICA |
Brand | BMW GROUP NEW ZEALAND |
Product / Service | MINI |
Category | B02. Consumer Products & Services |
Entrant | DRAFTFCB NEW ZEALAND Auckland, NEW ZEALAND |
Entrant Company: | DRAFTFCB NEW ZEALAND Auckland, NEW ZEALAND |
Sales Promotion/Advertising Agency: | DRAFTFCB NEW ZEALAND Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
JAMES MOK | DRAFTFCB | EXECUTIVE CREATIVE DIRECTOR |
CHRIS SCHOFIELD | DRAFTFCB | CREATIVE DIRECTOR |
BILLY MCQUEEN | DRAFTFCB | CREATIVE DIRECTOR |
JACK DEMONTE | DRAFTFCB | COPYWRITER |
CHRIS SCHOFIELD | DRAFTFCB | COPYWRITER |
JONATHAN FOX | DRAFTFCB | ART DIRECTOR |
BILLY MCQUEEN | DRAFTFCB | ART DIRECTOR |
JARED ISLE | DRAFTFCB | DIGITAL CREATIVE |
KEVIN AKERS | DRAFTFCB | DIGITAL PRODUCER |
ANGELA SPAIN | DRAFTFCB | PR DIRECTOR |
GEMMA DOUGHTY | DRAFTFCB | PR MANAGER |
NIC FINLAYSON | FINCH FILM COMPANY | DIRECTOR |
PHIL LEIFTING | FINCH FILM COMPANY | PRODUCER |
JASON JONES | DRAFTFCB | ART BUYER |
CASEY KING | DRAFTFCB | PRODUCER |
ANASTASIA POTTER | DRAFTFCB | SENIOR ACCOUNT MANAGER |
KATIE LOVERICH | DRAFTFCB | ACCOUNT MANAGER |
TOBY SELLERS | DRAFTFCB | GROUP ACCOUNT DIRECTOR |
GREG HEDGEPETH | BMW GROUP NEW ZEALAND | NATIONAL SALES & MARKETING MANAGER |
DAVE HEWITT | BMW GROUP NEW ZEALAND | MARKETING SERVICES MANAGER |
The Mini is one of the world’s most customisable cars, with literally millions of custom combinations. Our task was to make New Zealanders aware of the sheer mindboggling ways you can customise a Mini.
Introducing the world’s first Carmonica. A car covered with over 300 harmonicas. An idea that pushed Mini’s customization promise to the fullest. We’ve all seen custom sound systems before but not like this. Two aspects guided the construction; the overall aesthetic, to make the Carmonica as eye-catching as possible when on the street. And airflow, to ensure the harmonicas were highly audible when the car was moving. Then we took it to the streets of urban Auckland. The Carmonica live experiential concept was supported by a TV commercial and PR, all directing people to an online customisation experience.
The story was widely seen on the national news media, but didn’t stop there. Carmonica spread across the globe through motoring sites, car blogs and Buzz Feed where it caught the eye of James May from the BBC TV series, Top Gear. Now the world’s most watched car show is producing a piece on the Carmonica. The idea reached a third of all New Zealanders and since launching, test drives have doubled and visits to the Mini website have grown by over 800%.
Mini is one of the coolest brands in the world so people expect the brand to engage in completely unexpected ways. The Carmonica idea was a playful testament to Mini's infinite number of custom options, as well as a unique hook for dealers at the Mini showroom to get potential customers behind the wheel.