Draftfcb/Lowe Group: Topless, Bottom Mini
Draftfcb/Lowe Group created the current campaign for Mini's open-top two-seater. In addition to the international TV commercial, the campaign features posters, a radio spot, a direct mail campaign, various online advertising materials, and a Facebook game.
Thus, one can use the Mini Roadster Co-Pilot Challenge on Facebook to take their friends on a ride in the new Mini Roadster. Users can not only choose from 24 outfits for the pilot and co-pilot, but also from twelve different locations. All virtual trips are posted as souvenir photos. The main prize is a weekend for Mini fans at the Mini United Festival 2012. The campaign can be seen throughout Switzerland until mid-March.
Responsible at Mini: Carol Hochuli (Head of Mini), Eveline Bauert (Head of Communication Mini).Responsible at Draftfcb/Lowe Group: Dennis Lück (ECD), Frédéric Nogier (AD), Tizian Walti, Boris Beuckmann (text), Daniel Tschanz (CD Online), Rolf Jeger, Nina Marti, Melanie Herbst (consulting), Grunwald (production).
