MINI transformed the London Gateway into a creative and innovative showcase for the MINI community.
As part of their ‘Not Normal’ campaign, MINI ran dynamic, tailored content that saluted MINI drivers as they drove past the digital screens. With messages including: ‘Hello blue Mini driver’ and ‘Hey cream Mini, what’s your secret?’, the bespoke messages were designed to put a smile on drivers’ faces as they drove along this key media space.
At petrol stations leading up to the London Gateway, drivers were offered a series of spontaneous treats – from bacon sandwiches and smoothies in the morning, to a tank of fuel or flowers on the home-time drive. Drivers could also opt to have their photo taken and displayed with a bespoke message as they approached the London Gateway.
Richard Morris, Managing Director of Vizeum, said: "This is a groundbreaking campaign that harnesses pioneering technologies to entertain MINI customers and commuters. The MINI community in the UK is incredibly creative, and have a very special and unique relationship with their car. We wanted to find an interesting way to use digital outdoor advertising that would bring this community together."
Anna Inglese, National Communications Manager at MINI UK, said: "Our Not Normal campaign is all about celebrating the unique and inventive spirit of MINI drivers and saluting them. The integrated agency team have delivered a fantastic way to bring this to life on the outbound stretch of the Cromwell Road, using new technology to tailor fun, cheeky messages for our drivers."
The campaign with JCDecaux was planned and booked by Vizeum and Posterscope, with creative by Iris.
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