MINI Finance: Embarrassing, Boring Finance

LIDA

The team

Michael Poole – Deputy Creative Director
Alan Mackie – Deputy Creative Director
Nicky Bullard – Creative Director
Chris Daplyn – Group Account Director
Carla West – Senior Account Manager
Zoe Lewis – Strategist
Philippa Sidney – Project Manager
Emma Heaton – Digital Project Manager

How did the campaign make a difference?

MINI prefers to do the opposite of what's expected; so instead of telling everyone how brilliant its finance is, it told everyone how boring and embarrassing it is. This resulted in 73,469 searches, click-through rates of 7.62% (industry average 2.9%) and a cost-per-click that was 19% lower than industry average. Plus, 2,870 test drives and 4,275 confirmed sales leads.

What details of the strategy make this a winning entry?