MINI
The World's First Digital Automotive Store
How do you sell 20 limited edition cars in 20 hours?
That's the challenge MINI came to us with - sell 20 'Pure Burgundy' Limited Edition cars in less than 24 hours.
So we decided to set up the first ever digital pop-up store for a car, focusing on the exclusivity of the colour. By drawing inspiration from colour trends, fashion, digital motion design and an innovative, digital customisation process, we created notoriety around the MINI 'Pure Burgundy' cars by billing them as the region's ultimate & most exclusive accessory.
​
Agency: Impact BBDO / Proximity
Client: MINI
​
Associate Creative Director / Art Director: Taraka 'TK' Tennakoon
Senior Copywriter: Sumayyah Abu-Hulayel
Design Art Director: Kusal Udhara
Countdown Kick-off
​
We started off the campaign with digital art teasers and countdowns on sponsored Instagram Stories and posts.
In the style of bespoke 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.
ADD TO CART.
DRIVE OFF.
Creating Influence
​
In the last few hours of the campaign, we released a series of short films starring well-known local social media stars.
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, to polish off the last few cars in stock.
RESULTS
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.
Campaign CTR of 4.7%, over industry average of 0.42%.