Mini Pure Burgundy - Digital Campaign
Kusal Udhara
Selling 20 Limited EditionMINI Pure BurgundyCars in 20 hours
When MINI launched its exclusive Pure Burgundy edition, they faced a unique challenge: sell 20 limited-edition cars in just 20 hours. Tasked with this ambitious goal, we crafted a bold digital campaign that combined innovative web design, immersive digital art, and strategic influencer engagement to create urgency and drive sales.
Selling 20 cars in 20 hours required a strategy that was as dynamic and exclusive as the cars themselves. We needed to generate immediate interest, create a sense of scarcity, and provide a seamless path to purchase—all within a limited timeframe.
Campaign Teaser Digital Art
Reimagining Car Sales: How We Crafted a Fashion-Inspired Digital Pop-Up Store to Drive Urgency and Create an Unforgettable Buying Experience
Inspired by fashion brands' limited-edition drops, we developed a digital pop-up store that became the campaign's centerpiece. Abstract burgundy spheres dominated the visual language, symbolizing the exclusivity and allure of the Pure Burgundy edition. This artful approach captivated audiences and set the stage for a unique buying experience.
Campaign Teaser
Creating an Engaging Digital Platform: How We Crafted a Seamless, Minimalist Website Experience to Streamline Customization and Drive Urgency
Live Inventory Grid
A real-time display showing how many of the 20 cars remained, creating urgency.
Easy Customization & Booking
Users could select, customize, and checkout their MINI in just a few steps.
Showcasing Features
Highlighted the car's unique attributes and the exclusivity of the burgundy color.
Digital Pop-up Store Website
OOH Advertising
AR Pop up store Experiences
Billboards
Social Media Marketing
Leveraging Social Media Stars to Create FOMO and Accelerate Sales of the Limited-Edition MINI Pure Burgundy
In the campaign's final hours, we released a series of short films featuring prominent social media influencers from the region. These vignettes showcased each personality in their element, all tied to the exclusivity theme of the MINI Pure Burgundy. Leveraging their followers, we amplified the fear of missing out (FOMO), accelerating the sale of the remaining cars.
The Result?
20 cars sold in 26 Hours
Our innovative approach and strategic execution not only met but exceeded MINI's ambitious sales goal. By creating an irresistible sense of urgency and exclusivity through a multifaceted digital campaign, we successfully sold all 20 limited-edition MINI Pure Burgundy cars in just over a day. This campaign stands as a testament to the power of combining creative digital solutions with compelling storytelling to drive remarkable business results.
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Posted Oct 23, 2024
Sold 20 limited-edition MINI Pure Burgundy cars in 26 hours through an innovative campaign using a digital pop-up store, AR installations, and influencer market
