MINI marked the brand’s 60th birthday and the extraordinary story of a British innovation that went on to achieve iconic status with a limited run of very special vehicles for customers worldwide.
As a kick-start to this anniversary, Kara5 launched an integrated digital marketing campaign to increase the awareness of the MINI 60 Edition. The campaign was enhanced by creating a web app and a contest for the most beautiful MINI car.
With more then 100+ applicants, the decision for the most beautiful MINI car was far from easy. More than thousands of MINI fans and Facebook followers, gave their votes by liking their favorite MINI car.
After a week-long voting contest, the top 5 most liked cars were selected and their owners were afterwards awarded with the specially designed MINI 60 Year Edition gifts.
The digital campaign was quite successful. A new MINI 60 Edition car was ordered, fans were happy, and all the MINI 60 editions accesories were sold out within a day.