VIETNAM

MINICooper Activation

BMW

Introduced Mini Cooper to an extremely niche and high-end target audience within a short time-frame before the Vietnam Motor Show 2015 kicked off.

BMW

The results

Generated traffic of 4,000 people to the campaign microsite in one week. Over 2,000 page views & more than 1,000 comments in the forum. Reached more than 20,000 fans on Facebook with 1,200 of them engaged. Saw a total 636 registered users which translated to 165 qualified sales leads.

The challenge

Extremely niche, high-end target audience at a big motor event

The idea

Digitally connect and interact with a niche community to promote MINICooper event and activities.

We provided innovative interactive solutions at the show booth to attract consumers to engage with the product, in addition to engaging via various digital channels (media, Wi-Fi, seeding) – centralized in one responsive platform that is customised for multi-devices access. Here’s a sample o what we did:

  • Emotion car: transform the MINICooper into an emotive character by utilizing visual effects & digital control system
  • AR mapping: utilizing interactive AR with 3D mapping technology to create a unique environment to showcase BMW’s superior performance
  • Microsite – created an interactive game to interact and generate sales leads
  • Connecting with the car lovers via community forums
  • Facebook seeding via fan pages amongst car and football fans
  • Google Adwords for targeted outreach.
  • Location-based marketing (Wi-Fi) at event.


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