For the launch of the new MINI Clubman in October 2015, MINI had entrusted Biborg with the digital campaign to communicate on their new image and to meet the objectives of brand notoriety and engagement. The challenge was to change the perception of MINI to attract a more masculine audience, looking for the first family vehicle.
Biborg developed a 100% engagement-oriented, X-Screen Lightbox campaign on the Google Display Network. This format is resizable on all screens (desktop, tablet and smartphone) and allows the advertiser to be charged only once the user has engaged with the creative.
We have given priorities to formats that generate brand notoriety, in addition to the TV campaign, but also units that create engagement, such as the interactive pre-roll, the Rich Media “expand” and other rich media interactive formats.
MINI has a strong DNA which is very interesting to work on. They have quickly understood that we respect it and they have immediately given their trust. That trust, in addition to a very active team, allowed us to create a smooth-running production and an efficient campaign that we’re very proud of.
While being concise in the message and without asking the user to exit the website or the app they are on, the user can interact with a 360° car model presenting the strengths of the new Clubman in short videos : the design of course, but also the security, space and connectivity.
We were trying to include interactive experiences in banners for about a year, but we had to meet Biborg to actually make it happen.
The users can book their test drive directly on the ad formats and ask for an e-booklet by filling out a form connected with the Mini API CRM. The user receives an email with the content they require and gets a call from a sales representative.
It is great to enjoy engaging formats and to see that it also generates leads.
In parallel with the branding campaign and to reach the audience again, Biborg produced creatives that focused on 3 strong aspects of the Clubman. These are displayed depending on the content the user is reading : design, equipment, technology and space. The benefits of the “storage space” of the Clubman on WeTransfer were promoted along with the interactive format integrated with the Deezer API to promote the availability of the app on MINI Connected Ready.
We care about the advertising experience more and more : it is important in terms of image for a premium brand. We try to be more consistent with the expectations of our target.
We wanted to catch user’s attention in a contextualised manner, with a heart-stopper approach on the first part of the message and to reinforce the idea of preference with a rational justification : the features of the new Mini Clubman.
For this contextualised campaign, we have capitalised on engagement, by surprising the Mini users with unique formats. In order to promote the synchronisation of the Deezer playlists with the new Mini Clubman, we developed a banner which integrated their player in real time.