MINI Promo, Case study START/FINISH by Bsur Amsterdam

START/FINISH
The Promo / PR Ad titled START/FINISH was done by Bsur Amsterdam advertising agency for MINI in Netherlands. It was released in Sep 2011.
Advertising campaign for MINI

MINI: START/FINISH

Brand
MINI
Media
Promo, Case study
Released
September 2011
Posted
September 2011
Market
Netherlands
Industry
Cars
Agency
Bsur Amsterdam
Creative Director
Genevieve Hoey
Copywriter
Roger Matena
Art Director
Gordana Lucic
Executive Creative Director
Jason Schragger
Copywriter
Gian Carlo Lanfranco
Photographer
Anne Barlinckhoff
Designer
Danny Van Het Kaar
Art Director
Rolando Córdova

Credits & Description:

Category: Best Use of Ambient Media: Large Scale

Advertiser: MINI WORLDWIDE

Product/Service: MINI

Agency: BSUR

Chief Creative Officer: Joost Perik

Executive Creative Director: Jason Schragger

Creative Director: Genevieve Hoey

Copywriter: Roger Matena

Copywriter: Gian Carlo Lanfranco

Art Director: Gordana Lucic

Art Director: Rolando Cordova

Photographer: Anne Barlinckhoff

Art Buyer: Judith Kampman

Account Executive: Liam Osbourne

Designer: Danny Van Het Kaar

Media placement: Outdoor - Ambient - Parking Garages/Lots - 30 September 2011



Insights, Strategy & the Idea

We needed to communicate to drivers all the excitement that a MINI can add to their daily routine - with practically no budget. For this, we turned standard parking lots into a MINI ad.



Creative Execution

We placed the MINI “START/FINISH” stencils on the parking spots. These stencils showed every driver – no matter what car they were driving – all the excitement of being a MINI driver.



Results and Effectiveness

We literally turned the mundane into the memorable by extending the MINI-Go kart feeling to a place where it’s never been before. Drivers received our message unexpectedly, turning a normally boring task into something fun and MINI.