After the success of MINI’s ‘Not Normal’ campaign on The Cromwell Digital Gateway last August, MINI has now targeted rail passengers at the UK’s busiest rail stations with a time-sensitive campaign promoting the Countryman and Paceman marques.
Drawing upon the text of the live departure boards with the message: ‘We interrupt this departure board to bring you an important announcement…’, MINI showcased the features of the Countryman and Paceman across JCDecaux’s Transvision screens.
MINI’s multiple-creatives targeted evening weekday commuters with relevant messages, such as: ‘hope you find a seat’ and ‘farewell, your dinner awaits’. The creatives deployed for weekend audiences displayed messages that reflected their weekend mood, such as: ‘bon voyage’ and ‘all abroad’.
The campaign was planned and booked by Vizeum and Posterscope.