Turning 60 is kind of a big deal. And when you have a loyal following like MINI does, a little personalised shout out in traffic on their daily commute proved to be a memorable way of celebrating this milestone.
Partnering with Dentsu Aegis Network and Mini, QMS’ The King took centre stage during the birthday week with a complete Digital take over to single out MINI drivers in traffic with a unique message tailored to each car.
Dynamic Audience
We are delighted to execute a unique personalised Out-of-Home campaign that recognises our valued MINI owners and celebrates the names they have chosen for their cars.
MINI head of marketing Alex McLean
Knowing that 75% of Mini owners name and customise their cars, the campaign used number plate recognition technology to identify MINI’s passing by and then delivered a live message for each driver and their individual car.
QMS General Manager of Operations, Steve Bovey said;”By taking the data and understanding MINI has for its customers and the insight and strategy from the DAN agency group, we were able to execute a truly memorable campaign, especially to those MINI drivers passing by.”
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