MINI goes on trial
MINI is well known for its tongue-in-cheek and out-of-the-box marketing campaigns. In the latest brand campaign “Don’t Judge”, MINI has been put on trial.
The concept of this campaign, which portrays MINI as a misunderstood suspect, aims to create interest to visit the MINI showroom, MINI Habitat, to test drive the car and experience for themselves the fun that MINI brings to driving.
The key highlight of the campaign is the new MINI microsite www.miniontrial.com.sg. The interactive MINI website features an investigative game based on the theme of putting MINI on trial in a courtroom scenario. The player will be exposed to the unique product features of the MINI, while investigating the “crimes” that MINI has been accused of. At the end of the game, the player will be invited to sign up for a test drive at MINI Habitat.
For visual effects, a warning sign in the form of an “A” board on a seemingly slippery surface was seen at Clarke Quay (next to Fashion Bar) from 2 to 15 August. Now, a similar concept in the form of a three-legged chair can be seen at Vivo City (East Court Boulevard), and will be displayed until 26 August.
The MINI “Don’t Judge” brand campaign will be running from 17 July 2008 to end September 2008. Keep a look out for MINI's other campaigns hitting the streets!
[IMG]http://www.oneshift.com/showroom/uploadimages/resized-20080819100259130.jpg[/IMG]
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