| Title | MINI VALENTINE DM |
| Brand | BMW JAPAN |
| Product / Service | MINI CROSSOVER VALENTINE ROAD |
| Category | A02. Flyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards |
| Entrant | BEACON COMMUNICATIONS Tokyo, JAPAN |
| Entrant Company | BEACON COMMUNICATIONS Tokyo, JAPAN |
| Advertising Agency | BEACON COMMUNICATIONS Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Jon King | Beacon/Leo Burnett Tokyo | Executive Creative Director |
| Naoki Nishimura | Beacon/Leo Burnett Tokyo | Creative Director |
| Daichi Tanaka | Beacon/Leo Burnett Tokyo | Copywriter |
| Yukichi Shikata | Beacon/Leo Burnett Tokyo | Art Director |
| Ai Yamaguchi | Beacon/Leo Burnett Tokyo | Art Director |
| Akifumi Suzuki | Beacon/Leo Burnett Tokyo | Art Director |
| Akihisa Kanaya | JDI | Retoucher |
| Kozo Nagashima | Beacon/Leo Burnett Tokyo | Agency Producer |
| Toshihiro Tabei | Nissha Printing | Producer |
| Gavin Cranston | Beacon/Leo Burnett Tokyo | Digital Stragegy Group Director |
| Gaku Saito | Beacon/Leo Burnett Tokyo | Account Supervisor |
| Mitsumasa Aoki | Beacon/Leo Burnett Tokyo | Account Executive |
This DM has die cuts, complex assembly, and chocolate scented printing which all proved very challenging, especially under the tight budgets of Direct Mail. We needed to work with different printers to get the best quality and smoothest process to bring all these elements together in a nice package.
Create a Direct Mail for the new special edition “Valentine Road” Mini Crossover in brown with black trim. But consumers are getting so many DMs they are getting numb to typical car junk mail.
What if that “new car smell” was actually chocolate? It was in The Mini Valentine Road special edition Direct Mail. In the typical cheeky MINI manner we gave our ‘special edition’ DM a ubiquitous chocolate bar look and feel, and smell. Using all the back panel for fun subtle elements such as: “The country of origin” is of course ‘Great Britain’ where MINI originated. “Date of expiration”, reads ‘Up to you, MINI can be addictive for life’.
Mini Japan saw a 30% increase dealer traffic compared to any other DMs sent out previous, and all the ‘Valentine Road’ cars sold within the first month.