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MINI goes mobile

  • Exklusive brand campaign - right in the heart of iPhone users.

    Facts & Figures

    Client
    Mini
    Branch
    Automotive
    Creative Agency
    Plan.Net media
    Length of campaign
    13.09.2008 - 16.12.2008
    Target group
    iPhone uesers on mobile portals of WEB.DE and GMX

    Mobile is definitely the communication media of the future. With the innovative iPhone campaign on the high-reach portals of WEB.DE and GMX, we were able to achieve the campaign’s top objectives: Following the active and technically skilled target group in a ‘mobile’ manner to attract a high level of attention to the MINI Cooper and the MINI Cooper Clubman.

    Florian Gmeinwieser, Managing Director, Plan.Net mobile

  • Mission

    A playful-entertaining advertising vehicle for mobile media (iPhone users) was developed and realised in order to promote the MINI Cooper and the MINI Cooper Clubman as effectively as possible in the lifestyle-affine target group, in addition to advertising the MINI Mobile site at wap.mini.de.

  • Initial Situation

    Advertising companies are increasingly involved with the topic of mobile. It has already become a trendsetter medium - because the users are naturally active and have a high affinity to technology, as well as being very open to innovations. Above all, the iPhone owners love the combination of advanced technology and modern design. They are consumption-oriented and communicative. The objective of the first Germany-wide mobile campaign, which works with the innovative linking of advertising vehicle and advertising media, was the attention-getting and simultaneously entertaining introduction of the MINI Mobile site (wap.mini.de) to iPhone users on the mobile Internet.

  • Realisation

    The idea came from the Plan.Net mobile agency of Munich, which specializes in mobile media. They proposed connecting the creative idea with one of the most fascinating technological features of the iPhone, which is the automatic rotation from the horizontal format to the vertical view, depending on how the user is holding the device at the moment.

    "No matter how you look at it, it stays a MINI."

    This was the motto of the new brand campaign from MINI Germany, which has been exclusively placed on the mobile portals of WEB.DE and GMX throughout the entire reach. First of all, the mobile advertising environments were new - the platforms of WEB.DE FreeMail mobile and GMX Mobile Mail that have been optimised for the iPhone; secondly, it was the first use of exciting format effects within the scope of a mobile advertising campaign.

    The special feature was the complex linking of the surprising change in format with the simultaneous transformation of the motif from the MINI Cooper to the MINI Cooper Clubman. United Internet Media was responsible for the concept and implementation of the ambitious technological media orientation depending on the iPhone view. With this campaign, the Plan.Net mobile agency of Munich won the only mobile prize (Bronze) at the German 2009 Multimedia Award in the category of Mobile Campaigns.

  • Results

    • High entertainment value
    • Innovative format effects
    • Unique advertising form leads to intensive involvement with the advertising media
    • Creative linking of the view change with a change of motif

  • Conclusion

    The playful campaign idea perfectly fits the advertising vehicle and the target group. The high entertainment value of the innovative advertising form leads to an intensive involvement with this unique advertising media. The users usually rotated the advertising back and forth several times. In addition, the campaign generated far more than 6,000 clicks on the mobile MINI landing page of wap.mini.de during the campaign period.
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