In partnership with MINI & Mr & Mrs Smith, we created a content-led creative solution to support the launch of the new MINI Convertible.

At the core of the campaign was inspiring content for UK getaways, integrating MINI, around the topics of; Spontaneous (what to do this weekend), City, Wellbeing, Couples’ Escapes & Food. We then used a collection of authentic ‘Tastemakers’ who exemplify the MINI brand attributes to create a series of videos that follow them as they embarked on their own MINI experience, integrating these into the content on site.

The content & video was then built into our Lightbox creative content platform, allowing us to deliver the content to wider relevant audiences at scale across both the DS portfolio & data network whilst retaining Mr & Mrs Smith’s credible and authoritative editorial tone of voice. On-site display and email activity was also used to support the campaign.

Users were then invited to take part in a competition to win a bespoke MINI getaway by entering and submitting their own suggestions of the perfect Mini weekend

The campaign was a great success with over 70% of those entering the competition sharing their own experiences, proving that they had read, engaged and responded to the content.

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