ADVERTISING: VWV and MINI on Secret Assignment
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VWV and MINI Movie Theme Sets The Tone
In line with the Coupés strap-line: Another Day. Another Adventure, the event was themed around the ultimate buccaneer, James Bond. Invitations, extended to a wingman, were sent in the form of a forthcoming movie trailer. In good spirits, the attendees arrived dressed to kill and ready for action at Johannesburgs trendy Circle Bar in Rosebank the rendezvous point for a slick security check-in. It was here where attending guests were given a Bond-style martini and their secret agent status for the evening. Each received an iPod Touch, complete with an audio briefing of the evenings proceedings.
The iPod Touch was also loaded with spy applications, games and quizzes to keep the agents entertained on their commute to the Johannesburg International Motor Show (JIMS) at Nasrec. On arrival the launch video was revealed by means of a secret security code required to be broken, to access the clip on the iPod Touch. Agents were also given access to a map on their iPod Touch of the JIMS to explore at their leisure.
VWV and MINI Use Technology as Key Element of Launch
VWVs executive creative producer, Dean McKain said, An important element of the launch was the use of technology which amplified the brand experience; another was that the agents would be privy to the JIMS before it was open to the public lending an air of exclusivity. It was also at the show, where the agents embarked on a secret assignment. Instructed to find a QR (Quick Response) code in an unknown location on the car - the most imaginative being inside the petrol cap - once found the iPod Touch would scan the code and if the word adventure was revealed an iPad II was up for grabs. The QR codes also served as a clever marketing device giving vehicle specifications and price lists to those engaging with the codes.
To ensure the agents remained engaged throughout the evening they were tasked with another challenge that of filming a one minute adventure on the MINI set using the IPod Touch. The best of these videos have been uploaded to the MINI Facebook page, where the public has been invited to vote for their favourite clip. The integration of digital technology was appropriate for engaging the tech savvy audience and underpinned MINIs positioning as a forward thinking brand, said McKain.
In true VWV and MINI style, the evenings brand ambassadors, DJ Fresh, Euphonik and the band Good Luck donned their tuxedos for the evening and kept the agents entertained over cocktails and canapés.
Business News Sector Tags: Marketing|