We talk about marketing with our brains, not our wallets. Heck, I've even mocked the outrageous expenditure billboard marketing requires.
But MINI figured out a way to make billboard marketing totally inbound -- and totally delightful. And I guess it doesn't hurt that the company can easily afford the billboards.
If we ever reach MINI-heights with our ad budgets, let's remember to do our advertising this way, eh?
Watch MINI totally nail inbound-friendly billboard advertising:
Things I Love About This Campaign:
- The primary purpose of this campaign was to delight MINI's customers. The billboards alone made you smile -- but the bacon breakfast sandwiches? The free gas? The flowers for mum? That's just ... well, it's just delightful.
- It's totally personalized. MINI thought outside of the box (hence the campaign's hashtag #mininotnormal), and found a new way to use billboards. Instead of the typical one-size-fits-all approach billboard marketers are historically resigned to, the car company found a way to use technology to tailor its messages to drivers speeding by.
- Even if you don't have a MINI, it's really fun to watch other MINI drivers experience the pure delight of this innovative communication method. And let's be honest ... don't you kind of want a MINI now? Even just a little bit?
Sometimes, it pays to be a little "not normal."