MINI pulls an AutoSpies.com on their customers

Mini is set to run ads in five magazines this month that feature messages that only owners can read using a special paper filter mailed to their house in a black box. Advertising Age reports:

The box also contains a fake book titled "A Dizzying Look at the Awesomeness of Small." A hidden compartment in the book carries paper eyeglasses and a paper card with holes punched around a drawing of the outline of a Mini. The holes are used to align the card with the upcoming print ads to get the secret message.
Read Article

dblo7 - 8/11/2006 4:34:18 PM

+1 Boost

Looks like VW and Scion will have to catch up on the fun factor!

crackityjones - 8/11/2006 6:48:24 PM

+1 Boost

Mini changed ad agencies this year. You can see the drop off with contrived ideas like this. Still fun, yes, compared to Dodge, but not as elegantly clever as the milk run carton that showed up in the New Yorker, for instance.

With CPB, you never asked yourself, "why would Mini run a big expensive ad aimed at current owners? Isn't that a stupid waste of money?"

crackityjones - 8/11/2006 6:55:11 PM

+1 Boost

Actually, the ad manager at Mini left for VW and took away Mini's agency. That's why VW's advertising has gotten so much better.