We knew you’d read this ‘MINI’s Psychic Roadster’
Digital agency Profero London have developed a fully integrated TTL campaign for MINI, inviting people to reveal what adventures the future holds for the launch of their first 2 seater, the new MINI Roadster.
The TTL campaign is targeting men 35 - 45 years old (ABC1). The campaign idea is based on an audience insight - as time passes, the temptation to rekindle a more adventurous youth grows. So, what if buying the Roadster came with guarantees about future adventures?
Introducing: The 'Psychic Roadster'. It knows what your future holds - simply interact with it, and you will get a glimpse of the future adventures that together you can experience. It becomes your accomplice for adventures.
The campaign has launched with a global TVC, made by BSUR Amsterdam, and outdoor created by Profero that drives people online to search for the Psychic Roadster to have a reading.
It is ground-breaking in its combination of media, message and search all coming together to give a unique experience. On searching 'Psychic Roadster' you will be taken on a journey. Be it on your mobile, the designated microsite or your tablet, you can receive your own personalised reading about the adventures that you may encounter in the future, with your accomplice the MINI Roadster.
The journey through the world of the 'Psychic Roadster' is dynamically punctuated throughout the narrative with film assets created at The Mill, building a bespoke journey for the viewer. Through aspects such as weather API and the etymology around your name the journey delivers a mystical, humorous, adventurous experience that engages and entertains culminating in you having your future predicted by the 'Psychic Roadster' in the form a prediction.
Using social media you can share your bespoke Roadster psychic reading with friends through Twitter, Facebook and email. The very nature of the predictions create engagement, talkability and sharing.
The digital experience is being supported by a highly targeted multi platform media campaign, planned by Vizeum. This includes takeovers on sites including Youtube, Top Gear, Wired and Hype Beast, digital display advertising, TV/VOD advertising and a large format outdoor campaign, with bespoke creative headlines referring to the location of the site to tie in with the 'psychic' concept. The Psychic sites include placements on the Brighton Marathon route, as well as digital sites on the UK's busiest arterial, and on Europe's largest TV screen, the Liverpool Media Wall.
Anna Kilmurray, Advertising and Prospecting Manager, MINI UK says:
"The MINI Roadster is the first open-topped two-seater in our history; the perfect accomplice for wind-in-the hair driving exploits. The launch campaign has digital at the heart, engaging our audience by having some fun foretelling a more adventurous future - all delivered in the typical MINI tone of voice with tongue firmly in cheek."
Dale Gall, CEO of Profero London, says:
"This is the kind of ground-breaking work that the launch of the new MINI Roadster warrants;
injecting excitement in to the MINI brand and a true British heritage brand such as MINI could take us on. It incorporates a lot of technical first but as far the experience goes, it is just a fun, seamless psychic journey that engages ever more deeply with the MINI Roadster."
Profero have been able to achieve this by leading a stellar production team including The Mill, LIDA, Pitch & Sync and WCRS to build the elements. With the support of Smoke & Mirrors who have delivered the post-production. The £2m media spend has been planned and bought by Vizeum.
Please contact, Emma Storer
email@example.com or 020 7529 8718 / 077 3946 8958
Notes to Editors
Profero is the leading independent global communications agency, with a client list of top-tier brands including, COI, Diageo, HBOS, M&S, Lufthansa, MINI, Pepsi and Western Union.
Today over 550 brilliant, creative talents work as one highly awarded team out of Beijing, Benelux*, Dubai*, Hamburg*, London, Milan*, Munich*, New York, Paris*, Shanghai, Seoul, Singapore, Sydney, Tokyo and Zurich*.*In partnership with Plan.Net