Objective Campaign :
Celebrate the 60th anniversary of MINI, especially with the public at the Brussels Motor Show and teasing the other car manufacturers by inviting them to celebrate together their birthday.
Media Characteristics :
The action has mainly been developed online on Facebook and Youtube by teasing the other car manufacturers to celebrate with them. To express this in the largest possible format, Mini chose the SKYBOARD 180 on the main car park of the 2019 Brussels Motor Show. A surface of 2 x 180 m2 totally unmissable for the majority of the visitors of the car show. With an estimated total of 442,000 visitors, a new record has been set for what is called a ‘small salon’.
Reason best Practice :
The success of this campaign lies in the judicious mix of on-line media during the auto show and the contrast in the choice of the SKYBOARD MAXI format for the support of the 60th birthday of MINI. The tone and style of the campaign directly contributed to highlighting this Top Topical during the 2019 auto show.
Quote of Jury Member Sigurd van den Akker - Mediafield :
As part of its birthday campaign, Mini could not do better on display than choosing a Maxi format for its message in "wink" also inviting competitors to come celebrate its 60th anniversary. The 180m2 Skyboard located just at the main entrance of Parking C perfectly captured MINI's message in a simple way such as a letter of invitation addressed to the 442,000 visitors to the Brussels Carshow and to all competing brands of MINI. A nice example of audacity and creativity of tone.