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Creative Use of Space - Brand Umbrella Campaign |
“Creative Use of Space” is an integrated media campaign for the enhancement of MINI’s brand rapport within the creative class. It focuses on the idea of the creative use of urban space – a philosophy that MINI shares with all urban creative communities. The campaign involves creative projects, competitions, events, direct marketing and PR activities, all brought together in an international online community platform.
To learn more about the campaign,
start by watching the video |
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Creative Use of Space – the motion picture
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MINISPACE.COM – THE ONLINE CAMPAIGN HUB |
MINI Space is an international online community platform, and is all about taking part in creative projects, competitions, events and parties – basically, getting involved in the "Creative Use of Space". Simply, it’s about meeting other creative people and having a good time. Its users are invited to create their own portfolio online. They also have the chance to be featured with their creative work, to take part in creative competitions, to get invited to parties and events and generally just to interact with other creative people. The website itself has become a great example of the Creative Use of Space: The background of the site is a blank canvas, filled with the designs of users themselves. Users designed and submitted approximately 4000 background designs in the first competition phase. In a nutshell, this website is a hub for connecting creative people, events and projects!
One website, different faces – all backgrounds were designed by MINI Space users
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MINI ROOFTOP NYC – THE KICK-OFF EVENT |
We turned up the heat in Hell’s Kitchen with a slamming 10-day music & cultural festival high above Manhattan, during fashion week. With Mary-Kate Olsen, MGMT, Questlove from The Roots, Kirsten Dunst, Michel Comte, Diane von Fürstenberg and Agyness Deyn, a trendsetting celebrity crowd gathered on our MINI Rooftop NYC to get the party started.
As a practical example of the Creative Use of Space, we transformed a rooftop in NYC into the place to be - a hot spot for the creative class. While parties and celebrations lit up the nighttime scene, there was also a creative daytime program on offer. For more than a week, this rooftop became a playground for creative people, and the scene of talks & roundtables, yoga sessions and, of course, some crazy parties of an evening.
Chilling on the roof, chatting on the roof, partying on the roof …
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THE COPENHAGEN MASH UP - EVENT |
Creative Use of urban Space: Take an old unoccupied butcher’s shop, hand it over to Copenhagen’s creative community and watch it turn into a very cool location for a hot party. In the middle of Copenhagen. The MINI Mash-Up Party was a great success - mashing up food, music and people. Apparently, the idea of the Creative Use of Space works as well in a butcher’s shop in Copenhagen as it does on a rooftop in New York City.
Party in the butcher´s shop, the only thing bloody was Mary …
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USER DESIGNED CAMPAIGN |
Aside from background designs for our website, we utilize the creative talent of the community in various aspects of campaign design and creation. We leave as much space to the creative community as possible, making use of graphics and photos produced by our users for various campaign activities. From guerilla marketing activities like Davey’s dance blog, to the design of posters, flyers, car wraps and even project business cards, the creative input of the project community helps determine the end design of the campaign itself.
Creative Use of Space a la card
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GUERILLA MARKETING |
As part of the MINI Rooftop NYC event, users were asked to submit their best designs for a MINI roof. The winning designs were printed, and decorated the roofs of the MINI shuttles in New York City. This way, everyone had the chance to have their design driving through the streets of the city of cities, demanding attention from all sides. Thus, we were able to initiate a guerilla marketing activity for the Creative Use of Space campaign, implemented by MINI Space’s very own users. That’s our way of packaging the product with a natural feel, avoiding in-your-face product promotion.
The roof, the roof, the roof is on fire - inspiring…
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SEEDING AND OUTREACH TO WEB 2.0 SOCIAL NETWORKS |
Creative Use of Space is actively involved in various Web 2.0 platforms including Facebook, Youtube, Twitter, Flickr, Delicious, LastFM, Myspace, Yahoo, as well as various blogs and other communities. The social web is used to attract users, advertise events and projects and to report back with distributed video, photo and blog content.
Social networking …
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RESULTS |
The Creative Use of Space campaign had print and online media coverage worldwide. It appeared in mainstream media channels such as the New York Times, The Huffington Post and Vanityfair magazine, as well as in trendsetting publications like thecoolhunter.net and style.com – rather than just the automotive press. The online platform minispace.com gained over 12,000 very active users from 104 different countries within the first three month of existence, with over 10,000 creative contributions such as video uploads, DJ sets, designs and much more.
