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MINI SHOWCASE In August 2006 we launched a teaser campaign for the new MINI due to launch on 18 November. The campaign seeks to entice users to break from their daily surfing habits and join MINI for a random adventure into the World Wide Web. Inspired by Alice in Wonderland and the Matrix, the 'White Rabbit' campaign takes every user on an unexpected journey to eccentric British websites they would not have normally found. We produced the creative and secured the rights to advertise the MINI campaign on the non commercial niche sites. In total 12 real websites were selected, which were initially short listed from a list of 456! The campaign targets an adventurous audience who enjoys discovering new content on the web. Instead of conventionally taking them to the MINI site, users are taken through a virtual porthole by a white MINI which lands onto the homepage of one of the many carefully selected sites. Users can choose to either browse the site or be taken through a second porthole to continue the MINI adventure. With four destinations within one journey and three unique journeys created, the user is unlikely to go on the same adventure more than once. |
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