MINI uses Realestate.com to launch Countryman

Realestate.com.au and MINI joined forces this week to disrupt the market by launching an interactive advertising campaign, generating buzz and excitement around the new MINI Countryman.  The interactive floor ad, which ran exclusively on realestate.com.au for one day, formed part of MINI’s pre-launch strategy to generate enquiry leads into their top-of-the-range four door MINI Countryman all wheel drive, which is set for release mid next year. 

The creative execution for the interactive floor ad involved a carcrashing through a series of television screens with a call to actionwhich encourages consumers to register their interest in finding outmore about the new MINI.

MINI’s marketing manager Chris Brown said the bold move to invest in aone-day online campaign was a first for the company. Given the power ofonline and the high level of engagement this ad offered, MINI was keento test this opportunity.

“The realestate.com.au floor ad gave us the perfect platform for thepre-launch activity of the MINI Countryman. As this is a new format ofvehicle for MINI we needed to access a wider audience for our leadgeneration while still delivering the creative in an engaging andtypically MINI way,” he said. “In fact, we have been overwhelmed withthe results and level of interest the campaign has generated in justone day with a click through rate of over 8 per cent, well aboveindustry average. As a result, we have managed to increase traffic toour site by a whopping 1700 per cent – a phenomenal result for areasonable investment.”

Creative agency Visual Identity was the brainchild behind the execution of the campaign.