Just as when you though every possible creative guerrilla marketing effort has been done for car something giddily funny comes to brighten up your day.
The goal is pretty simple[r]… said than done. They wanted to introduce a new car and package it as a unique car. It doesnâ€™t seem complicated until you realize that almost every car claims to be unique. And then you realize that the car who wants to claim to be unique has been around for decades and isnâ€™t, in fact, unique.
The Mini is about to launch their worldwide guerrilla marketing contest and to help things kick off in Turkey, they decided to take marketing to the streets and they went all gangsta.
An Identified Driving Objective
The message is supposed to be about uniqueness â€“ Mini is not normal. Itâ€™sÂ a pretty bold claim to make considering the world is packed with crazy. So the agency went out of this world with it, quite literally. Instead of getting people with extraordinary talents and perform it on or with a Mini, they decided to get aliens and do nothing but sit behind the wheel and go all cool and diva as they stride down the streets of Turkey swagging.
Itâ€™s easy to miss them especially because the car itself attracts the attention so they decided to strap the aliensâ€™ spaceship on the car.
Painting the Night Mini
Apparently, society has come a long way since the days of E.T. Aliens donâ€™t need to hide anymore and they can have as much sex appeal as Robert Downy Jr. whenever he wears the iron suit.
As soon as one person spotted the spaceship on the Mini, the Miniâ€™s cool score tripled and people swarmed the car. It wasnâ€™t just about looking at the car with a smile as it drives by. People were actually approaching the car, taking photos and videos and posting it on their social networking sites.
For one night of driving around town with two â€œfacelessâ€ aliens in the car, the 300,000 impressions werenâ€™t, at all, bad.
Lessons from Aliens
It has consistently worked, crazinessâ€¦ silly insanity and yet, somehow, many brands still refuse to use it. They are steadfast on retaining their serious and stiff image. The fact of the matter is that if you want to stand out, you need to have some guts and a whole lot of humour to get peopleâ€™s attention.
Agency: No Comment Event & Alternative Marketing
Creative: Sinan Gungoren, Sheela Kilic, Zeynep Vargil
Account Manager: Sheela Kilic, Zeynep Vargil