MINI’s Thrill Bench Leaves You Invigorated And Wanting More

MINI’s Thrill Bench Leaves You Invigorated And Wanting More
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MINI’s Thrill Bench Leaves You Invigorated And Wanting More Guerrilla Marketing Photo

There are cars you use to go to special places. There are cars that are so special, only special people can have them. Then there are cars that turn a simple chore, such as sitting in your car to drive, a special experience.

That’s what MINI wanted to say about John Cooper Works Countryman (JCW), their latest model… and they said it well.

The Implementation

MINI and their guerrilla marketing agency, future:headz, put special benches on bus stations and other public places where people have to wait. Once someone sits down, a JCW drives in. The chair starts vibrating in tune with the powerful sound of JCW’s engine.

The Wise Things They Did

First, they chose an already high-traffic area. Second, they found a way how to make activities, such as waiting on a bus stop, become more convenient. Third, they used that “convenience” to trigger the brand experience. Fourth, they made the guerrilla effort experiential.

These four things combined make brand interaction easier and, to a certain extent, inevitable. By looking at a human need, such as comfort while waiting for a bus, and exploring ways on how the brand can fulfil their need without sacrificing brand identity, a relationship is established.

Agency:
future:headz – bordercross marketing gmbh
http://www.futureheadz.com/en/projects/029/

Managing Director and Creative Director:
Amiel Pretsch

Client:
MINI

Date:
Feb. 2012MINI’s Thrill Bench Leaves You Invigorated And Wanting More Guerrilla Marketing Photo

MINI’s Thrill Bench Leaves You Invigorated And Wanting More Guerrilla Marketing Photo

60 Shares Twitter 29 Facebook 20 Google+ 4 Pin It Share 1 LinkedIn 6 StumbleUpon 0 60 Flares ×
Xath Cruz worked for the traditional advertising industry for more than 10 years handling international blue chip clients. She started doing digital advertising and marketing and web property development 4 years ago. She is also a screenplay writer with several full length movies under her belt.
  • Surya

    I think there is some flaw in this campaign, as in terms of target group. are they targeting the bus travelers ? or the purpose of it is only to create the buzz? If they are targeting upper segment of society then by doing this aren’t they maligning the brand image?