The recent Mini billboard has handled this perfectly. It was extremely personalised communication through digital displays showing individually tailored massages to each of the Mini’s drivers. The ad is activated by spotters with iPads, taking photos of Mini’s drivers in their cars, and their image was then shown on the billboard further down the road.
Mini's digital billboard performance was only one part of its global marketing campaign “not normal” run by Iris Worldwide. By launching this first brand campaign after almost six years, Mini wanted to celebrate the special relationship the company has with its customers. Using the insight that Mini customers see their car in very unique and creative way, ad agencies then created the campaign that gets Mini drivers to feel like a part of extraordinary “not normal” community.
Current student in the Master of Marketing program at the University of Sydney Business School