MINI
The World's First Digital Automotive Store
Client
MINI Middle East
Agency
Impact BBDO
Creative Art Direction
Taraka 'TK' Tennakoon
Collaborators
Kusal Udhara - Art Director, Sumayyah Abu-Hulayel- Copywriter
Selling 20 limited edition cars in 20 hours.
That's the challenge MINI presented to us - sell 20 'Pure Burgundy' Limited Editions in less than 24 hours.
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So we decided to set up the first ever digital pop-up store for a car, focusing on its rarity and exclusivity of colour.
By drawing inspiration from fashion trends, motion design and an innovative, digital customisation process, we created notoriety around the MINI 'Pure Burgundy', billing it as the region's ultimate & most exclusive accessory.
Countdown
Kick-off
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We started off the campaign with digital art teasers and countdowns on sponsored Instagram Stories and posts.
Add to cart. Drive off.
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In the style of online pop up shops from fashion houses, we created a capsule digital retail experience for the MINI Pure Burgundy - allowing people to select, customize and checkout their own car in a few, easy steps.
We drove traffic to the website and increased campaign engagement by setting up AR-integrated installations around the city's popular spots.
Creating Influence
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And in the last few hours of the campaign, we released a series of short films starring well-known social media stars from the region.
These vignettes showed each one doing what they are best known for, through the lens of exclusivity we painted for the MINI Pure Burgundy. We capitalized on their fame to create even more FOMO, polishing off the last few cars in stock.
Results & Impact
20 cars sold in 26 hours.
17 sold online via digital retargetting.
3 sold in-showroom via OOH exposure & WOM enquiries.
Over one third of a million views across all video assets.
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Campaign CTR of 4.7%, over industry average of 0.42%.