Since its launch in 2001, MINI has been a low-key brand with a low market share. When MINI launched MINI Countryman with the global concept ‘Getaway’, our specific challenge in Sweden was to make MINI attractive to more people and create MINI evangelists. And of course to sell more cars.
The world’s biggest reality game on iPhone – transforming Stockholm city into a living game board.
The creative output:
For seven days, everybody with an iPhone was invited to hunt and catch a virtual MINI in Stockholm city and win a real MINI Countryman. You used an app where you could see the location of the virtual MINI, all other players and yourself. If you got closer than 50 meters of the virtual MINI, you could take it with your phone. Then you had to get away, because anyone within 50 meters could take the MINI from you.
There was a chance to win every game day. If you had the virtual MINI in your iPhone at 8 p.m. you got to drive a real MINI for a week. On the final day, parts of Stockholm were totally jammed with players. The person with the virtual MINI in their phone when the game finished won a real MINI Countryman.
The campaign result.
The campaign created astonishing interaction with the MINI brand. During the game week, 11 413 people participated and transported the virtual MINI nearly 1 500 physical kilometers. Average gaming time was 5 hours and 6 minutes per person. The buzz started spreading within minutes after the app was put up on App Store. Hundreds of thousands discussed the campaign in social media and people from 90 countries followed the game on our website.
The long-term result:
- The total sales of MINI increased by 92% in the first six months after the campaign, compared to the same period last the year before. The total car sales in Sweden increased by 48% during the same period. In short, MINI outperformed the automotive industry with nearly double.
- The brand's top-of-mind increased by 131% and the purchase consideration increased by 350% during the first year.
- The world's third most award-winning campaign in 2012.
Tokyo: the next destination for MINI Getaway.
After a successful launch in Stockholm, the campaign was exported all the way to Tokyo. Although the Japanese version works similarly as the one in Stockholm, it is on a much larger scale; the Tokyo gaming area is almost 32 times larger, at 240 square miles. In addition, both Iphone and Android participants can participate this time. In Sweden, the app was only available for the Iphone.
Also, take a look at our other work for MINI – MINI AT WORK.