Case Study: Mini "It's Personal" Campaign

There's not much more personal nor interactive than this recent marketing campaign by Mini. In Germany, they've created their marketing by using the participation from their target market. Not only are they targeting them, but they are wisely using themselves to target themselves. In order to participate, individuals hop into the photo booth on the street and choose their desired Mini car. Wearing specialty headphones to match their chosen car's colored side mirrors, their mug shot is then plastered on the large video billboard screen across the street for all of Berlin to see. The advertisement tagline is, "It's Personal. Be Mini." Nothing gets more personal than having yourself on a giant billboard screen for all to see.

Well done, Mini, well done.