Quite a good viral campaign for the new MINI Cooper S JCW GP Kit pushing video to its limits. (i'm obviously biased)
From Glue London
(constructive) Comments welcome!
Press snipped inside.
From the press release:
With tongue firmly in cheek the concept for the viral centres around the idea that men aren’t real men anymore due to the rise of the metrosexual. Users are asked to visit the website www.aveaword.com where they can nominate friends who may be demonstrating unmanly characteristics.
The unsuspecting friend then receives a personalised email from their friend advising them that ‘someone wants to ave a little word’.
At the website they get a personal video message from a character who seems to know a lot about them including their job, girlfriend’s name and most importantly their worst crimes against mankind.
They are encouraged to ‘sort themselves out’ and are encouraged to enjoy the visual feast of the MINI Cooper S JCW GP Kit model for inspiration.
Ysabel Vazquez, Advertising Manager for MINI UK who appointed glue to work on this one off project said:
‘This is our first foray into viral marketing and we wanted to deliver something unique. glue’s idea of creating an individually personalised video message felt like a fresh, big idea that we could have some fun with.’
Idiotlamp worked with glue to produce the viral films.
Mini ‘Av a Word’ - Interactive Film
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