International interactive campaign for MINI:
KKLD* turns fans into stars

KKLD* has developed an integrated interactive campaign for its client, MINI – the goal is to invite millions of MINI fans around the world to become part of the MINI Family. From 16.05.2011 to 29.05.2011, everyone had the chance to become a star in the new "IT’S PERSONAL" MINI campaign and appear live on Germany's biggest video screen directly on the famous Kurfürstendamm shopping boulevard in Berlin. Taking part couldn't be easier: Make your way to the "MINI Photo Box" on the Kurfürstendamm in Berlin, take a photo, choose your favourite MINI, and appear immediately on the huge 104 m² video screen – together with the personalized MINI model. But the promotion event wasn't confined to Berlin: Fans from all over the world can join in via a Facebook app. Users were able to simply use their webcam to take a photo of themselves – their photos were then be shown on the large screen at the heart of the capital. To complete the loop, the images on the video screen – which could be seen at one of the most lively intersections in Germany's largest city – were streamed live on the Internet. But there was more to it than just having "five minutes of fame": every participant had the opportunity to win their own personal MINI model from the advert! KKLD* has created and organized the entire integrated campaign, both at the Kurfürstendamm location and on the Internet. Click here to view slideshow. more

Campaign: "IT'S PERSONAL." for the MINI Ray

KKLD* conceived, designed and executed an integrated communications launch of a unique new MINI model "the MINI Cooper Ray" for the Hong Kong and New Zealand markets. With the statement: "IT'S PERSONAL.", MINI illustrates a straightforward ability to tailor its models to suit an individualistic market. In New Zealand and Hong Kong the MINI Cooper Ray is available only from the MINI Online Store, which was conceived and implemented in its entirety by KKLD*. A composite campaign of TV and radio commercials, print advertisements, social media and guerrilla marketing, store concepts and events brought the idea to life. In Hong Kong, the city's storied trams were completely covered in the campaign's motives. View slideshow more

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. Watch the campaign video.

	Epica Award Silver 2008 for Creative Use of Space Integrated Campaign.
	Eurobest 2008 Shortlisted for Creative Use of Space Integrated Campaign.

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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! www.minispace.com more

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. View complete coverage on minispace.com
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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. View slideshow more

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. Daveys Dance Blog
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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. View roofdesigns
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Seeding und 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. flickr Stream
YouTube Channel
Facebook Group
Twitter Feed more

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. more

KKLD* launches first MINI online store in New Zealand Customers in New Zealand can now buy their MINI on the Internet. KKLD* developed the online store for MINI, advised MINI on modern distribution channels and created the accompanying ad campaign. The full MINI range offered by dealers is available from the New Zealand MINI Online Store. The limited edition MINI Soho, however, is only available from the Online Shop. MINI’s decision to open an Online Store reflects the wishes of today’s consumers, who expect to be able to order goods at any time or place and at the same time receive comprehensive information about a product.

The fast-paced, light-hearted video clips developed and produced by KKLD* for the launch campaign under the motto “How to buy a MINI in 20 seconds” illustrate just how easy it is nowadays to acquire a MINI. KKLD* has longstanding expertise in e-commerce. The full-service agency has completely revamped Thomas Cook’s e-commerce portal and has also created a brand-new travel reservation portal for the German travel agency Bucher Reisen. MINI Online Store Neuseeland more

This official MINI online ad and showroom video gave the world a closer look at the new MINI Countryman in action. The video’s tagline, “Life is out There”, just about sums it up: it is a giddy montage of footage that packs a lifetime’s worth of adventure into a snappy few minutes. It's about closing the gap between slick, hip urban society and the rugged adventurism of the great outdoors – from the city to the countryside and back again. With Cyndi Lauper’s Rocking Chair, we chose a piece of music to emphasize the tonality. A worldwide premiere in over 1400 showrooms, trade shows and a huge roll-out on social media channels made this exclusive ad a successful presentation of the new MINI vehicle. Largely thanks to our vigorous seeding campaign on various video platforms, the clip garnered approx. 100,000 views, hundreds of comments and “likes” on social networks, all within its first few days online. Watch the video. more

MINI Space and Fatboy were teaming up for a product design competition on minispace.com. So we developed and produced a cool and funny viral campaign including this awesome video. MINI Space Competition more

The launch of the official MINI branded page on Facebook (www.facebook.com/MINI) ) enhances the brand’s presence in the area of online community marketing by one more important channel. Along with MINI, MINI Space – our successful web 2.0 platform for creative people – is also represented by its own page, and successfully seeds competitions and articles within the Facebook community. This Media Shift strategy is optimized for modern target groups, for whom interaction with social media like Facebook is a part of daily life. During the viral video campaign "Two Untamed" for the concept cars MINI Roadster Concept & MINI Coupé Concept, Facebook implementation allowed us to achieve a broader distribution and more effectively heighten interest, with 250,000 views in the initial days of the campaign. MINI on Facebook.
MINI Space on Facebook.
Two Untamed on Facebook. View the Facebook Gallery