The Challenge
With the much-anticipated launch of the all new R56, MINI SA approached incumbent agency's to create an activation that would put the new MINI on everybody's lips - literally.
Key objectives for the online launch included an awareness drive, creating talkability, introduce a viral component and facilitate competition entries.
The Result
The big idea: MINI MAKE-OUT.
MINI's key eventing outfit and AquaOnline joined forces to create a hybrid launch that seamlessly introduced the public to the new vehicle, both online and off. A number of new MINI R56's were strategically positioned at various vehicle expo's around the country ... with a startling difference. Inside each vehicle, couple's were passionately making out. Talk about talkability! The unsuspecting public were then encouraged to disturb the going's on inside the car, and for their bravery were rewarded with flyers that pointed to the www.makeout.co.za site.
Aqua took a look at the emerging trends of user-generated content and the popular blog culture and translated the idea in such a way so as to launch the vehicle and provide a space where users could participate.
Each visitor to the site was greeted with a view from inside the new MINI looking out to a magnificent night sky - upon closer inspection it becomes obvious that each twinkling star is a personal make out story. To navigate the encounters the user simply wheeled forward and backwards through the night sky.
Visitors were encouraged to participate and had the option to post a secret message to somebody special - then opt to notify them either via SMS or eMail. The recipients each received a tantalizing personal message encouraging them to log online and read their personal posting. This created a strong ' send it to a friend' motivation. For folk that did not wish to send a message to an individual, they could simply opt to share their past passionate encounter with the world.
All the stars were regularly archived and anyone could 'search the sky' for a display on any given date to see what messages have been submitted.
With the much-anticipated launch of the all new R56, MINI SA approached incumbent agency's to create an activation that would put the new MINI on everybody's lips - literally.
Key objectives for the online launch included an awareness drive, creating talkability, introduce a viral component and facilitate competition entries.
The Result
The big idea: MINI MAKE-OUT.
MINI's key eventing outfit and AquaOnline joined forces to create a hybrid launch that seamlessly introduced the public to the new vehicle, both online and off. A number of new MINI R56's were strategically positioned at various vehicle expo's around the country ... with a startling difference. Inside each vehicle, couple's were passionately making out. Talk about talkability! The unsuspecting public were then encouraged to disturb the going's on inside the car, and for their bravery were rewarded with flyers that pointed to the www.makeout.co.za site.
Aqua took a look at the emerging trends of user-generated content and the popular blog culture and translated the idea in such a way so as to launch the vehicle and provide a space where users could participate.
Each visitor to the site was greeted with a view from inside the new MINI looking out to a magnificent night sky - upon closer inspection it becomes obvious that each twinkling star is a personal make out story. To navigate the encounters the user simply wheeled forward and backwards through the night sky.
Visitors were encouraged to participate and had the option to post a secret message to somebody special - then opt to notify them either via SMS or eMail. The recipients each received a tantalizing personal message encouraging them to log online and read their personal posting. This created a strong ' send it to a friend' motivation. For folk that did not wish to send a message to an individual, they could simply opt to share their past passionate encounter with the world.
All the stars were regularly archived and anyone could 'search the sky' for a display on any given date to see what messages have been submitted.
Press Coverage
Virtual MINI MAKE-OUT
The recent launch of the all-new MINI R56 had couples making out - offline and on - literally.
Whilst folk all over SA have been making out in the new MINI, Aqua devised a virtual experience, whereby enthusiasts have the opportunity to post MAKE-OUT messages (or stars) of their own. In a unique MINI constellation, participants can choose whether they would like to post a secret message to someone special – and notify them via SMS or eMail – or simply share their previous passionate MAKE-OUT encounter with the world.
All the stars are regularly archived and anyone has the ability to search the 'sky' on any given date to read what messages have been submitted.
"This project threw some important ingredients together ... the MINI agencies all worked exceptionally well together ... delivering a strong concept across various channels and experiences and at the end of the day, only a brand like MINI could be cheeky enough to get away with this. We were all very fortunate indeed."
Virtual MINI MAKE-OUT
The recent launch of the all-new MINI R56 had couples making out - offline and on - literally.
Whilst folk all over SA have been making out in the new MINI, Aqua devised a virtual experience, whereby enthusiasts have the opportunity to post MAKE-OUT messages (or stars) of their own. In a unique MINI constellation, participants can choose whether they would like to post a secret message to someone special – and notify them via SMS or eMail – or simply share their previous passionate MAKE-OUT encounter with the world.
All the stars are regularly archived and anyone has the ability to search the 'sky' on any given date to read what messages have been submitted.
"This project threw some important ingredients together ... the MINI agencies all worked exceptionally well together ... delivering a strong concept across various channels and experiences and at the end of the day, only a brand like MINI could be cheeky enough to get away with this. We were all very fortunate indeed."
