Nehlsen Notebook

A MINI Head Turner

By Nehlsen Staff  1.7.10

When was the last time that you stopped walking with your child, both turned around to get a closer look at an ad? Watching video of people’s reaction to this Mini Cooper guerrilla ad gives something to think about in terms of reaching your audience.

With the ability to Tivo past commercials at 30x speed, failing magazines and newspapers, settings in your web browser to hide all advertisements, and spam filters, it has gotten harder to reach audiences with traditional media. But, even with the best poster campaign, have you ever seen people stop, turn around, and go back to look closer?

Just after Christmas, Mini strategically distributed massive cardboard cartons with torn gift wrapping in trash heaps all over Amsterdam. Each box had a large diagram of the car with the words MINI COOPER across the top as if the car had been packaged inside.

On top of all the exposure that the promotion directly receives, it is also going viral (that’s how I found it, and am spreading it). The message can reach past the physical limitations of on-site advetisement, and reaches co-workers, friends’, and your father’s email inbox, or as mentioned, their camera phones and iPods.

 

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