The Campaign

Not only the collaboration contents, but the campaign was also proceed without any false or exaggerated advertisements that is against any risky contents such as violent and sexually suggestive contents. The online based campaign, MINI YO!MAN, was designed to allow visitors from the website to access the information on product by clicking a web banner that informs the launch of the new product. The campaign observed online advertising regulations. In order to avoid any misunderstanding, the purpose of MINI YO!MAN campaign was clearly notified to the customers that the car is not for sales but is specially created to celebrate April Fool’s day.

Results

The campaign aimed to position the product with ‘More fun’ image since Mini 5 door was not only a practical model with the additional doors from the existing model, Mini 3 door. The product’s concept of ‘More fun’ was turned to a creative keyword, ‘Team play’. Accordingly, the concept tried to produce contents where everyone could enjoy and get a pleasure from sharing those contents. MINI YO-MAN, the one and only special edition in the world was actually tuned with specialists and exhibited at Seoul motor show and consequently, the effect of public was maximized. The key point of strategy, was to apply April Fool’s Day with the product’s concept and its culture. By applying a special day in the campaign allowed to deliver our own wit and creativeness to consumers.

To target the young consumers in Korea, we applied a trendy hip-hop music with the campaign and well matched artist, Jay Park was casted. A high standard campaign that the artist’s crew members participated in writing, composing songs and designing choreography attracted many fans as well as overseas fans. For example, April Fool’s video that was produced in 2014 resulted in 6,512 views where MINI YO!MAN music video achieved 625,085 views showing higher result.

The head office focused on a slogan of ‘NEWNESS’ regard the release of MINI 5 DOOR. Initially, to build up their brand name, ATL was processed with the head office’s adaptation. However, since Korean consumers want differentiated information that is easier and simpler, MINI KOREA designed a new creative strategy to apply Korean consumer characteristic. The company created the hiphop edition, MINI YO-MAN. ‘More 2 doors' was reinterpreted with the concept of ‘MORE FUN’ and the contents were shared through social media which resulted in enthusiastic responses. So, both of clients and consumers were satisfied with the interactive campaign.

The newly launched the mini 5 door has 2 more doors compared to the original hatchback, so we think what the right character suitable for this kind of car. And hip-hop is popped into our mind. Hip-hop has the power to unite people as one and it’s better when there are more. For April Fool’s Day celebrated by playing practical jokes, we announced the launch of the hip-hop edition ‘MINI YO-MAN’. We created music video in result of the mini collaborating with the famous hip-hop artist, Jay Park and his crew. With the Korea’s advanced online media, this viral marketing campaign could have the power to make people fun. Also we distributed the free music source in order for more people to enjoy and share together. So, this meaningful campaign could give people a chance to share the fun with others.