Mini - "The Mini Store"

DDB Paris

DDB Paris PARIS, France

3517

Title	The Mini Store
Agency	DDB Paris
Campaign	The Mini Store
Advertiser	BMW
Brand	Mini
Posted	October 2012
Business Sector	Compact & Small Cars
Philosophy	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.
Media Type	Web Film
Art Director	Alexandre Hervé
Copywriter	Alexandre Hervé
Executive Creative Director	Alexander Kalchev
Director	Clemens Purner
Producer	Capucine Charbonnier