MINI Takes the Streets of NYC

Dating back to MINI’s US launch in 2002, the brand has pushed the envelope in the OOH space with unique and exciting ads. This year, MINI tasked Rapport to continue that legacy by creating an eye-catching OOH installation to debut the 2022 MINI convertible and its new Zesty Yellow color.

This campaign won an AdWeek Impact 2021 Award for Best Hyperlocal Campaign

The Challenge

MINI tasked Rapport to develop a creative campaign that raised awareness of the new 2022 MINI Convertible in Zesty Yellow specifically tailored to a New York audience. 

 

Our Solution

We decided to take one of MINI’s cars to the streets of New York City, notorious for its ambiguous parking rules and overpriced parking lots to showcase all of the benefits of MINI, especially its size. To do this we parked a MINI convertible inside one of New York City’s iconic double decker Looking Glass busses, and wrapped the bus with additional MINI exterior branding that showed a MINI parked between two mid-sized vehicles. The headline, simple and relatable for all New Yorkers: “Who says you can’t find parking in NYC.” For one week our eye-catching mobile advertisement toured Manhattan, stopping at iconic locations like the New York Public Library, Bryant Park and Columbus Circle. And of course, we drove by the other dealerships on Manhattan’s 11th Ave. Auto Row toward MINI’s flagship showroom to remind car shoppers that it may be hard to find a spot in New York, but a MINI can park anywhere.

Results

Utilizing the unique format of the Looking Glass Bus that showcased the Zesty Yellow color option and a market-specific headline, the creative was built to catch the eye of passersby and deliver the message that MINI is the perfect brand for New York City drivers. We intentionally planned the bus’ route through neighborhoods that align with MINI’s target audience, past some iconic NYC landmarks to ensure we reached as many consumers as possible, and down Manhattan’s Auto Row to specifically target shoppers in the market for a car in New York City. To further our reach, we captured content of the bus in-market and edited it with behind-the-scenes production footage to create content for MINI’s social media channels and further spread the message to New Yorkers that for their lives, like a tight parking spot, a MINI will fit perfectly. 

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