The Brief

"Chirashi" or insert flyer of Japanese newspaper/posting to house mail box is popular DM communication. We believed that Chirashi is efficient way to reach the targets, who are males in 30s and 40s, especially for this "floor plan" advertising. Real estate floor plan listing flyer is very common in Newspaper insert or posting as well.

Creative Execution

The new F55 model MINI launched with the same styling and appeal as the MINI hatch we all know and love, only it brought with it an extra two doors, with more space and practicality for city focused living. The idea of presenting the car in a ‘floor plan’ style connected it to a topic that all Tokyo residents talk about constantly – their search for the perfect apartment and as much space as possible. The layout of the Ad is reflective of the millions of apartment Ads that people view every day, and it allowed us to communicate in a fun, cheeky and unique way all of the extra space and benefits of the new 5 door MINI.

Describe the creative solution to the brief/objective.

Males in 30s and 40s of new customers as well as existing customers.

Results

1. BIG IMPACT ON SALES GROWTH The sales index of F55 scored 162 within three weeks after the ad launch vs previous weeks. The ad was well liked by consumers. It won Yomiuri Advertising Award chosen by consumers’ category. 2. GOOD IMPRESSION FROM PUBLIC A. The Facebook version was ranking amongst the highest liked/shared posts in the sector. B. Many talked about the Floor plan ad they saw on Yomiuri Newspaper on twitter.