Mini Clubman Car Stages Events for Londoners

#1 Best Multidiscipline Campaign

MINI — THE OTHER LUNCH BREAK

AGENCY: Momentum Worldwide, London

CLIENT: Mini

Mini knew it had something special in its Clubman car. So, it sought an innovative approach to promote the vehicle’s U.K. market launch.

Building off the tagline, “The Other Mini,” the automaker tapped the creative skills of Momentum Worldwide, London, to come up with something special to capture the appeal of the sleek, stylish Mini Clubman.

But it couldn’t be any ordinary campaign. After all, Mini was targeting an eccentric, somewhat quirky audience: Post Modern trendsetters — individualistic people who are style-conscious, creative and curious. To speak to this group, Momentum Worldwide urged people to try something different and break away from the concept of “sameness.”

It staged a guerrilla marketing campaign, dubbed “The Other Lunch Break.” Londoners were encouraged to make the most of their lunch breaks by attending various classes that not only taught them new skills, but hyped the vehicle’s attributes. But there was a catch: The agency couldn’t use the car or its image because the design was top secret.

In one class, for example, attendees discovered their inner 007 by learning the basics of espionage and gadgetry in spy school. In others, people received first-hand experience in the art of moon walking, or practiced a new feat in the world of martial arts in the Bruce Lee for Beginners program.

The classes, held twice a week over five weeks in October and November, lasted less than an hour and were filmed. Momentum Worldwide placed the content on a microsite at www.theotherlunchbreak.co.uk, where visitors could watch the activities to spark viral buzz.

The events were promoted through video invitations and on Web sites and blogs. Brand ambassadors, who donned Mini-branded lanyards, handed out invites in high-traffic locations on the days leading up to the events. Employees at 25 area sandwich shops distributed 125,000 sandwich bags with messaging that talked up the nearby classes. Outdoor ads included sandwich billboards. On event days, a large arrow branded with the words “The Other Lunch Break” in high traffic areas pointed the way.

The campaign drew 1,985 people to the seven events. What’s more, Momentum Worldwide reported 23,903 viewings of viral films on video-sharing sites; more than 12,000 people visited the microsite.

IDEA TO STEAL: TRY SOMETHING DIFFERENT

Don’t be afraid to try something different. The Mini promotion was all about getting people to break away from the ordinary and experience something new. Launch a campaign that plays off the irreverent theme — but with careful attention that it matches the brand — and it’s sure to get people talking.