Title | GOODBYE PORK PIE |
Brand | BMW GROUP NEW ZEALAND |
Product / Service | MINI |
Category | A03. Cars & Automotive |
Entrant | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
Entrant Company | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
Advertising Agency | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
Production Company | GOODOIL FILMS Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Shane Bradnick | DDB Group New Zealand | Executive Creative Director |
Toby Morris | DDB Group New Zealand | Senior Art Director |
Simone Mcmahon | DDB Group New Zealand | Senior Copywriter |
Lucinda Sherborne | DDB Group New Zealand | Head Of Planning |
Oliver Lynch | DDB Group New Zealand | Group Business Director |
Emma Guadagni | DDB Group New Zealand | Account Director |
Judy Thompson | DDB Group New Zealand | Agency Executive Producer |
Rosie Grayson | DDB Group New Zealand | Agency Producer |
We brought beloved Kiwi movie, ‘Goodbye Pork Pie’, into 2014 by remaking an iconic scene from the movie, starring a brand new MINI. Best of all, we gave MINI fans the chance to co-star in the scene. We used Facebook to search for our co-star and the campaign was spread through shares and likes. We invited fans to do challenges to try to earn their place in the remake. We shared content with fans via our website and Facebook. Then we launched the remake online to MINI fans, and encouraged them to like and share the video.
The campaign got the nation talking, and received national news coverage. To date, the campaign has achieved: 1,985 content contributions during the recruitment phase 60,918 content interactions across the campaign 9.7% increase in Facebook fans 232,263 video content views across the campaign 2,000,000+ impressions (paid and earned) across the campaign The campaign is still running, so we are yet to receive final results, but all impressions show that we have exceeded all client objectives and are set to deliver a marked increase in test drives and sales.
To relaunch MINI as ‘The new original’, we brought back another original; A favourite Kiwi movie from the 80’s, ‘Goodbye Pork Pie’, which happens to star a yellow MINI and two cheeky lads who are not above breaking the law, or driving fast. We brought Goodbye Pork Pie into 2014, by remaking an iconic scene from the movie, starring a brand new MINI. Best of all, we gave MINI fans the chance to co-star in the scene. We used Facebook to search for our co-star, and issued challenges along the way. We shared content with fans via our website and Facebook. Then we launched the remake online to MINI fans, and encouraged them to like and share the video.