We crafted each identity to reflect a specific audience insight based on their behaviour, lifestyle or social touch-points. The creative was just numbers; it was the PLACEMENT that brought these personalities to life.This led us to abandoned traditional formats, creating our own contextualized ambient placements that amplified each personality:•ARTY # 15 used oil canvas ads posing as art in leading galleries•FASHIONABLE #5 hijacked fashion boutique windows •SOCIALITE #6 frequented every ‘it’ event ensuring they were snapped everywhere•LUCKY #7 sponsored every 7th race and emblazoned every 7th horse at elite race days •EGOTISTICAL #1 had to have a 20m sequined-covered #1!Each number’s activity had to work independently; however the campaign relied on cross-channel exposure to multiple numbers, delivering scale and engaging our audience to answer “What’s your number?”.

15 different campaigns, delivering a perception of 15 individual choices, all enhancing exclusivity!

Within only the first week we sold our first MINI SOHO and met our objective.

We established it was possible to sell MINIs online, without showrooms, test-drives, discounting, trade-ins, or even seeing the car; lowering the traditional cost-per-sale ratios. Web-traffic increased 1,119% (38,102) - more traffic went to MINI.co.nz in the first month alone, than in the previous 12 months combined. 83% of traffic was from unique visitors. Ultimately we sold all 15 SOHO’s, giving MINI an additional $700k of revenue over our target.Following this success, MINI Global are extending this online-only sales initiative to Hong Kong and Sweden.