2014 Bronze Automotive

webguerillas GmbH

'#askthenewmini'

Client BMW Mini

How did the campaign make a difference? When the new MINI was introduced many fans reacted sceptically: “New looks, bigger size – is this still a MINI?”

To convince drivers that behind all the changes the new MINI still has the same playful attitude, the new MINI was allowed to literally speak for itself through 15-second Instagram videos – earning impressive audience interaction, many millions of impressions and hundreds of thousands of new fans.

Strategy The passionate MINI fanbase was very sceptic about the new MINI.

To win them over, the team used Instagram to let the car speak for itself. Fans worldwide could ask the MINI any question via social media, using the hashtag #asktheNEWMINI. The most frequent and most original questions were answered in the form of a 15-second Instagram video – starring the car itself.

This strategy allowed MINI to show off all the new model features in a playful way – asserting the continuation of the brand’s personality and proving that this car is, indeed, still a true MINI.

Creativity With every video the fans learned more about the new MINI’s features and personality.

The MINI answered with everything it’s got – from vrooms, tire marks and drifts through to its on-board computer and secret glove-box.

In total, 40 clips were created and matched to broadly similar questions. This enabled the MINI to answer 40% of all the questions thrown at it – giving a personal response to 1,200 fans.

Results The videos received 18 million impressions and led to the new MINI winning 400,000 new fans across Instagram, Twitter, Google+ and Facebook.

Campaign posts and videos got over 500,000 likes over all social media channels.

Blogs took up the campaign and individual videos made it into the top rankings for Instagram videos.

It all added up to impressive coverage and response – and, most importantly, helped the new MINI to become well-known, accepted and loved within the MINI community.

Team Monika Mühlfellner - International Brand Management, Antonella Granatella - PROJECT MANAGER, Ares Georgoulas - COO, Maria Nowack - PROJECT MANAGER, Amelie Hartinger - PROJECT MANAGER, Stephan Schwade - Copywriter, Klaus Müller - Creative Director, Marie Boria - Junior Art Director, Vanessa Hluchnik - Junior Art Director, Nina Morgenstern - Concept, Thomas Brück - Technical Director, Yvonne Deim - Social Media Manager