C02.Email MarketingThe MINI Environment Correlation EmulatorWhenever someone wants to find out more about MINI - through the website, banners, dealers or press ads – we ask if they would like to receive further information via post or e-mail. Like most big brands the preferred method is e-mail as it is cost-effective. E-mail is also good because it allows for extra interactive creativity, and to push the boundaries of traditional car marketing.

The brief was to provide a fulfilment e-mail that would provide basic information about MINI. Using MINI's unique accessories range and the “MINI Adventure” theme, we created the MINI Environment Correlation Emulator. Prospects who receive the MECE can choose from one of six adventures (all accompanied by music or tongue-in-cheek voiceovers) alongside product benefits. Once they’ve chosen their adventure, people then select the MINI model, colour and accessory of their choice.

MECE really pushes the boundaries, it’s fun, it’s interactive, it succeeds in showing MINI's unique product characteristics and creative "Adventure" theme in a subtle but effective way that stands out in a cluttered marketplace.NB: Please note that no results are available for this fulfilment piece. MECE can be viewed at www.mini-environment-correlation-emulator.co.uk

Total number of owners who visited: 2,352 (including their guests, 8,232 people visited the owners area in total).Toilet posters seemed to incite ‘MINI ADVENTURE LIVE!’ fever as our many were nicked for souvenirs, resulting in a call for a midshow re-print.80,000 people came to see the stunt show over the twoweek duration. John Prescott was one of several famous visitors. He was last seen leaving the show clutching one of the 86,000 ‘I’VE HAD A MINI ADVENTURE!’ big badges that were handed out to MINI fans.