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.
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.
future:headz – bordercross marketing gmbh
Managing Director and Creative Director: