| Title | GOODBYE PORK PIE |
| Brand | BMW GROUP NEW ZEALAND |
| Product / Service | MINI |
| Category | A04. Product Launch/Re-launch/Shopper Marketing |
| 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 |
| Simone Mcmahon | DDB Group New Zealand | Senior Copywriter |
| Toby Morris | DDB Group New Zealand | Senior Art Director |
| Oliver Lynch | DDB Group New Zealand | Group Business Director |
| Emma Guadagni | DDB Group New Zealand | Account Director |
| Rosie Grayson | DDB Group New Zealand | Agency Producer |
| Mark Tretheway | DDB Group New Zealand | Editor |
| Lucinda Sherborne | DDB Group New Zealand | Head Of Planning |
| Judy Thompson | DDB Group New Zealand | Agency Executive Producer |
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. Our target was young males who would have once considered buying a MINI, but had turned away from the brand. The strategy was to re-launch MINI as the ‘new original’ and remind people about the little devil side of MINI.
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. Our aim was to shift people’s perception of MINI from cutesy to original badass, and remind them that MINI’s are made for quick getaways.
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 have reminded young males that MINI is the original little devil.
By using a movie that appeals to our target market, we repositioned MINI in the minds of consumers. The movie stars two cheeky lads who don’t pay much attention to rules, and drive their yellow MINI like it’s stolen (because it is). Earlier this year, this movie was voted New Zealand’s favourite of all time. As the movie stars a yellow MINI, who better to remake an iconic scene for a new generation, than MINI?