DDB PARIS, PARIS Follow Update

  • 73/75, rue La Condamine
  • PARIS 75017
  • France
  • Phone: (+33) 01 53 32 60 00

Mini - "The Mini Store" - DDB PARIS

  • The Mini Store
  • Mini
  • BMW
  • France
  • The Mini Store
Product CategoryCompact & Small Cars
Media TypeWeb Film / Viral
Awards Eurobest, 2012 (Bronze) for Promotional Design
Executive Creative Director Alexandre Hervé
Art Director Alexander Kalchev
Copywriter Alexander Kalchev
Director Clemens Purner
Producer Capucine Charbonnier


MINI France had just finished a record year in sales and was facing the economic slump that hit hard most automobile manufactures. MINI was short on budget for a classical media campaign and could not compete with the French automotive giants in terms of reach. The challenge was to find a smart way to drive more people to the MINI Stores in Paris for them to book a test drive. We were targeting people who had already thought about MINI, but never had the courage to actually go inside a dealership, as it seemed like too much of a commitment.
MINIs are such special cars, that once you get inside them, you fall in love. Starting from the insight that the only thing you need to sell a MINI is a MINI itself, we came up with a fun execution that literally transforms MINIs into␣ MINI Stores.