MINI and DraftFCB have released a multimedia campaign to promote the launch of their latest sales stategy.
MINI is piloting an innovative new multi-channel retail strategy in New Zealand which will see it open a brand store MINI Garage on Auckland’s Ponsonby Road.
As part of the new strategy, New Zealanders will be able to choose, personalise and purchase their new MINI entirely online via the new MINI Online Store. A mobile sales force of MINI Mobile Agents is another element of the new approach.
To mark the launch of these changes, MINI is releasing the MINI SOHO, of which there are only 15 in the world. Each car is individually recognisable with a numbered badge, and they are only available online and only in New Zealand.
Each MINI SOHO is described as having individual characteristics. For instance, MINI SOHO 1 is described as "the ultimate big-ego number", and MINI SOHO 2 is "the naughty second child".
Each of the 15 models has its own individual advertising exectutions. MINI SOHO 1 is advertised on a giant billboard, MINI SOHO 3 is advertised on beer coasters, and MINI SOHO 13 ads only come out at night as urban digital projections. Other executions include cinema, outdoor, online and print advertisements, among others.