MINI Soho – What’s your number? - BMW New Zealand
Nexus Gold Winner for Media and Channel Utlisation, Nexus Silver for Innovation
Issue 18 | March 2011
Agency
DraftFCB
Production Team
Leisa Wall, Jane Langley, Fleur Head, Anastasia Potter, Tony Clewett, James Mok, Jared Isle, Kevin Akers, Terri Youngman, Mana Tai, Eric Thompson, Renee Lee, Sonja Corbett, Katie Loverich, Jason Jones, Simon Pengelly, Esther Watkins, Trelise Caughey, Blair Walker, Chris Brooks, Will Pickering, Scott Kelly, Luz Valanzasca, Bex Wells
Other Credits
Greg Hedgepeth, Dave Hewitt
Background
Is it possible to sell a $50,000 car to someone solely online, without offering a discount, the opportunity to test drive, or getting to see it in the flesh? In a world first, MINI New Zealand proved the answer is yes.
Idea
Conventional wisdom says you can only sell a car online iof the price is discounted substantially. The challenge for the agency, then, was to sell 15 MINIs from the new online store at full price.
The trick was to use perceived scarcity to create desire.
Instead of a traditional, ‘one-product, one-campaign’ approach, the budget and message was deliberately fragmented into 15 integrated ‘mini’ campaigns, each using different media to sell a specific car.
Each MINI was numbered and each had its own page on the new online store. By falling in love with the number that appealed to them, buyers fell in love with the car.
Results
This approach paid off. In the month following the launch of MINI Soho, more visitors went to the MINI.co.nz website than had visited during the previous 12 months combined. The MINI online store now sells more new MINIs than any other dealership in New Zealand.