The Campaign

MINI was once known for its devil-may-care attitude and racing credentials. But lately MINI had become more of an accessory, and less of a rule-breaker. We needed to return MINI to its original status. To relaunch MINI as ‘The new original’, we brought back another original; A favourite Kiwi movie from the 80’s, starring a yellow MINI. In 1981, Goodbye Pork Pie stole the nation’s heart. The movie follows two cheeky lads who steal a yellow MINI and with some clever driving in the nimble MINI, manage to get away with it. 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. The campaign lived online and was spread through shares and likes. We invited fans to participate in challenges to try to earn their place in the remake. We then chose our star, with the help of our director- Matt Murphy, son of the original director Geoff Murphy. We shared content from the shoot to keep fans involved. Then we launched the remake online to MINI fans, and encouraged them to like and share the video. The scene remake got New Zealanders talking, receiving national news coverage. We achieved 60,918 content interactions, 232,263 video content views and 2,000,000+ impressions (paid and earned) across the campaign.

The Brief

The goal of the campaign was to remind people that MINI is a car with attitude and to reaffirm its racing credentials. We wanted to remind male drivers that MINI is built for fast driving and not always playing by the rules.

Results

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 sales.

Execution

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. The campaign lived on our website and Facebook and was spread through shares and likes. We invited fans to participate in challenges to try to earn their place in the remake. We then chose our star, with the help of our director- Matt Murphy, son of the film’s original director. We shared content from the shoot to keep fans involved. We launched the remake online to MINI fans, and encouraged them to share the video.

The Situation

Mini used to be known as the little devil. Fast, nimble and not above bending the rules. But lately, it was seen as a fashion statement, and as such, appealed more to women. We needed to restore MINI to its former devil-may-care status. The new MINI was being re-launched globally as ‘The new original’, so this was an opportunity for us to reposition the old classic.

The Strategy

By using a movie that appeals to our target market, we can reposition MINI in the minds of consumers. The movie stars two cheeky lads who don’t do what they’re told, and drive their yellow MINI like it’s stolen (because it is).