NZ firsts continue with DraftFCB MINI campaign
Furthering CB’s earlier story on MINI’s 3D cinema commercial, a new approach to sales in New Zealand sees MINI and Draft FCB launch another innovative new campaign this week.
MINI is piloting a new multi-channel retail strategy in New Zealand which will see it open a unique pop-up Flexbox brand store MINI Garage on Auckland’s iconic fashion strip, Ponsonby Road.
As part of the pilot, New Zealanders will also be the first in the world to be able to choose, personalise (top image) and purchase their new MINI entirely online via the new MINI Online Store.
To mark the launch of these exciting new changes, MINI is releasing the uber-exclusive new MINI SOHO.One of the most exclusive MINIs ever, there are only 15 MINI SOHOs inthe world and they’re only available online and only in New Zealand.
Tolaunch their new retail strategy and MINI SOHO, MINI and agency DraftFCB have assigned each number its own distinct personality. From thebig and bold MINI SOHO 1, to the naughty second child MINI SOHO 2, to everyone’s favourite lucky number MINI SOHO 7, the pleasure seeking MINI SOHO 3, or the daring MINI SOHO 9 with its nine lives, there’s one to suit every whim.
There’s also a bunch of New Zealand firsts thrown in for good measure. In addition to the previously reported 3D cinema ad, there is also New Zealand’s first ‘cling’ poster campaign; exclusive ads on NZ’s new music channel C42;and the creation of a whole new medium, magazine edge advertising, asseen in the latest issue of ProDesign (bottom image – click toenlarge).
Other mediums include a window display at fashion boutique Black Box, bar coasters, a painting with a rather hefty price tag, urban digital projections and a daredevil stunt.