Promo - November 2008 - (Page 10)

not your average lunch #1 Best Multidiscipline Campaign MINI—THE OTHER LUNCH BREAK AGENCY: Momentum Worldwide, London CLIENT: Mini 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 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. 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 Mini staged offbeat classes—such as how to meet your other half’s people to try something parents—to get Londoners to different and break try something out of the norm. away from the concept The effort promoted the Mini Clubman car, which launched in of “sameness.” October 2007. It staged a guerrilla marketing campaign, dubbed “The Other Lunch Break.” visitors could Londoners were encouraged to make watch the the most of their lunch breaks by activities to attending various classes that not only spark viral buzz. taught them new skills, but hyped the The events were promoted vehicle’s attributes. But there was a through video invitations and on catch: The agency couldn’t use the car Web sites and blogs. Brand ambasor its image because the design was sadors, who donned Mini-branded top secret. 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. —Amy Johannes 10 november 2008 / WWW.PROMOMAGAZINE.COM / Promo http://www.theotherlunchbreak.co.uk http://www.theotherlunchbreak.co.uk http://WWW.PROMOMAGAZINE.COM

Table of Contents Feed for the Digital Edition of Promo - November 2008

Promo - November 2008 Contents Editor's Note Pro Awards The Promo 100 The Agency Center Resource Center Index of Advertisers Promoland

Promo - November 2008

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.