MINI VALENTINE DM

TitleMINI VALENTINE DM
BrandBMW JAPAN
Product / ServiceMINI CROSSOVER VALENTINE ROAD
CategoryA01. Mailings
EntrantBEACON COMMUNICATIONS Tokyo, JAPAN
Entrant Company BEACON COMMUNICATIONS Tokyo, JAPAN
Advertising Agency BEACON COMMUNICATIONS Tokyo, JAPAN

Credits

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

The Brief

A 'chocolate'-colored MINI CROSSOVER was about to launch during Valentine's Day. Create a Direct Mail for the new special edition “Valentine Road” Mini Crossover in brown with black trim.

Creative Execution

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’.

Describe the creative solution to the brief/objective.

Consumers are getting so many DMs they are getting numb to typical car junk mail. Solution - a DM that looks like a chocolate-bar.

Results

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.