Iris Worldwide came up with this brilliant activation that served as an extension of Mini's already famous "Not Normal" campaign. If you don't know anything about it, the campaign celebrated the 'not normal' relationship that Mini drivers have with their cars. It started with a range of big billboards situated around the UK that illustrated the passion of Mini drivers when it comes to their cars. This was taken a step further however recently when Mini decided that even the billboards had to be 'not normalized'.
In this new activation, Mini drivers cruising through London were targeted individually via certain billboards and treated to a number of thrilling brand experiences; from free car washes to complimentary gourmet meals - all in an attempt to be 'saluted' by the brand. How did it work? The company relied on trained human spotters that were positioned close to certain billboards. These spotters identified specific Minis that drove past and relayed signs to their drivers on the billboard that they were approaching. A sample of the individual messages includes, "Hello Blue Mini Driver, How Would You Like a Free Coffee?".
Mini UK international communications manager, Anna Inglese, explains; "Our Not Normal campaign is all about celebrating the unique and inventive spirit of Mini drivers and saluting them".
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