MINI Canada has launched a new campaign. The theme? Games. Print ads with crosswords, word searches and fill-in-the-blanks will appear in major Canuck magazines from September through November 2005. The ads will direct readers to www.mini.ca/cheatsheet for answers. Ten-week online ads will also appear on news Web sites nationally driving visitors to MINI.ca where they can participate in the online Speed and Safety Scenario Simulator. Drop-down menus and fields allow users to enter their name and create an animated scenario all their own.
O-O-H executions, such as billboard ads and washroom posters in the Vancouver, Calgary, Toronto, Ottawa and Montreal markets will have a fill-in-the-blank play on words. Versions with correct answers will be slotted in three weeks later. The campaign, which wraps up in late November, will track visitors to the cheat sheet, click-throughs on banner ads, number of simulations created and viral ‘send to a friend’ function.
The campaign was developed by Toronto-based agencies Taxi, Blast Radius, Pixel Pusher and Gaggi Media.
MINI says the campaign is targeted at young-at-heart people who are looking for a performance-oriented, premium product, rather than at a specific age group.
