Case study – Objective: Prompt action
For the launch of MINI’s limited edition 1499GT, BMW used Metro to physically make the new car headline news. Deploying a bespoke media first for Metro – a five-page cover wrap, which was replicated on the digital edition – the activity ensured that the launch set the news agenda on 16 November 2017.
The aim of the campaign, which has also won in the ‘Best use of insight’ category, was to increase test drives and sales of the new model by creating a sense of scarcity and urgency among potential buyers. In reference to the model number, people were given just 1,499 minutes for test drives and there were only 1,499 vehicles for sale. The entire campaign acted as a live countdown, with maximum impact created via Metro on the day of launch; building immediate momentum and prompting rapid action.
On the day of the activity, searches for MINI 1499GT increased by 1136% and the Metro app generated over 4,800 click-throughs. Overall, dealerships experienced the strongest flow of quality test drives ever for the limited edition car and, for the first time since 2001, MINI became the third highest selling car model in the UK.
This campaign stood out – it was particularly brave in a highly competitive category. The idea galvanised the entire organisation and delivered excellent business results.
Hai Bei Chen, head of brand, campaigns and reputation, Virgin Holidays
