MINI SHOWS OFF CUSTOMIZATION IN CANADA’S LARGEST INTERACTIVE PROJECTION
December 9, 2010 Toronto, ON – There is a MINI to satisfy every craving. And MINI Canada is proud to show this off in its latest initiative: the MINI Vending Machine. In the largest-ever fully-interactive night projection in Canada, the MINI Vending Machine showcases the latest 2011 MINIs with a variety of different colour combinations and accessories, ultimately showing that nobody can do customization like MINI can.
How does it work? Passersby are able to interact with the projection by texting to a short code to select the MINI of their choice. This triggers the MINI they’ve selected to drive around in a fun animation, making its way down to the bottom of the vending machine in trademark cheeky MINI style. Animations include a MINI whipping through an action-packed pinball machine, a MINI doing some serious doughnuts while the vending machine fills with smoke, and a MINI breaking through the vending machine glass and parachuting its way down. As the animation plays, a personalized-response SMS message is dispatched to the participant, encouraging them to click through to a mobile optimized web page to become a MINI Facebook fan.
The concept was developed by TAXI 2.
“The interactive MINI Vending Machine provides MINI fans with the opportunity to interact and experience the ultimate in customization, extreme driving fun, and the excitement that only MINI can deliver. The integration of outdoor projection technology and social media is an exciting first for MINI,” said John Cappella, Director, MINI Canada.
“We wanted to show off the possibilities that MINI customization allows in a way only MINI could do. By encouraging the public to interact with the brand, users and onlookers get to experience the fun and irreverence that come with being a MINI driver,” said Lance Martin, Creative Director, TAXI 2.
Media Experts, the media agency of record for MINI Canada, sourced the multiple high-traffic locations throughout Toronto, catering to several key demographics, where the MINI Vending Machine will be projected during the month of December.
The MINI Vending Machine is being projected by The Media Merchants utilizing two 15K DLP Cinematic Projectors.
View the MINI Vending Machine
YouTube: http://www.youtube.com/watch?v=YY-3rjqx4Js
Download: http://studio.adbeast.com/direct_room_access.asp?roomcid=EFUZEVk
Creative Credits
Client: MINI Canada
Product: THE 2011 MINI R5X
Agency: Taxi 2
Creative Director: Lance Martin
Writer: Alanna Nathanson
Art Director: Jeff MacEachern
Agency Producers: Sam Benson, Hanna Bratt
Account Manager: Tina Tieu
Animation: Hatch Studios
Interactive: Forth Wall
Mobile Marketing: Mythum
Projection Company: The Media Merchants
Media: Media Experts
About MINI
BMW Group Canada, based in Richmond Hill, Ontario, is a wholly owned subsidiary of BMW AG and is responsible for the distribution of BMW luxury performance automobiles, sports activity vehicles, motorcycles, and MINI. BMW Group Financial Services Canada is a division of BMW Group Canada and offers retail financing and leasing programs on new and pre-owned BMW and MINI automobiles, as well as retail financing for new and pre-owned BMW motorcycles. A total network of 40 BMW automobile retail centres, 19 BMW motorcycle retailers, and 25 MINI retailers represents the BMW Group across the country.
About TAXI
TAXI Canada Inc. (www.taxi.ca ), TAXI Inc. (www.taxi-nyc.com), and TAXI Europe BV (www.taxi-eu.com) are companies with core expertise in Strategic Planning, Advertising, Design, Interactive, Relationship Marketing, and Content. Founded in Montréal (1992), the agency’s offices include Toronto and TAXI 2 (1992, 2006), New York (2004), Calgary (2005), Vancouver (2007), and Amsterdam (2009). TAXI was named Canadian Agency of the Year by Marketing magazine in 2001 and 2005, and Strategy magazine’s Agency of the Year award in 2002, 2003, 2004, 2005, and 2008. TAXI New York, in 2007 and 2008, won the O’Toole Award for Creative Excellence from the American Association of Advertising Agencies. Client assignments in Canada include TELUS Consumer Solutions, Pfizer’s VIAGRA, Burger King, Heineken, Canadian Tire, Reitmans Group, Bombardier, and Dairy Farmers of Canada. On the U.S. roster are New York Life, Blue Shield of California, Rail Europe Group, Metro International, and New Holland Agriculture. TAXI Europe clients include KPN Royal Dutch Telecom International, Heineken, TNT Post, BNP Paribas, ING, and the Hi and Telfort.