Mini



…Guerrilla activation, a message in a bottle…

 

Key facts

  • Client of FEL since 2012
  • Part of BMW
  • Brand store at Leidseplein Amsterdam
  • 26 official MINI partners

Question

How do we activate the launch of the new MINI coupé?

There will be a new MINI coming soon, the coupé. Because MINI is a brand that is all about experience this has to come with a proper activation campaign.

Solution

  • Life size bottle with a real MINI coupé inside on the beach
  • Multiple smaller bottles will wash up in the weeks to come
  • GPS coordinates traceable via Facebook
  • The lucky finders can drive the new MINI Coupé as one of the first and race on the circuit of Zandvoort
  • Activation trough social media & press

Result

  • Free publicity: press-release is picked up by over 40 news sites
  • 30.000 people have seen the bottle at the beach
  • Rewarded with a place on the shortlist at the Cannes Lions Festival  and a NY Cresta International Advertising Awards
  • Repetition of the campaign in  Belgium Augustus 2013

Are you looking for a creative way to draw attention to your product? We love to come up with the solution. Please don’t hesitate to contact us to find out what we can do for you.

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