We knew you’d read this ‘MINI’s Psychic Roadster’

April 10, 2012 - PRLog -- The TTL campaign is targeting men 35 - 45 years old (ABC1). The campaign idea is based on an audience insight – as time passes, the temptation to rekindle a more adventurous youth grows. So, what if buying the Roadster came with guarantees about future adventures?

Introducing: The ‘Psychic Roadster’. It knows what your future holds - simply interact with it, and you will get a glimpse of the future adventures that together you can experience. It becomes your accomplice for adventures.

The campaign has launched with a global TVC, made by BSUR Amsterdam, and outdoor created by Profero that drives people online to search for the 'Psychic Roadster' to have a reading.

It is ground-breaking in its combination of media, message and search all coming together to give a unique experience. On searching ‘Psychic Roadster’ you will be taken on a journey. Be it on your mobile, the designated microsite http://www.mini.co.uk/psychicroadster/ or your tablet, you can receive your own personalised reading about the adventures that you may encounter in the future, with your accomplice the MINI Roadster.

The journey through the world of the ‘Psychic Roadster’ is dynamically punctuated throughout the narrative with film assets created at The Mill, building a bespoke journey for the viewer. Through aspects such as weather API and the etymology around your name the journey delivers a mystical, humorous, adventurous experience that engages and entertains culminating in you having your future predicted by the ‘Psychic Roadster’ in the form a prediction.

Using social media you can share your bespoke Roadster psychic reading with friends through Twitter, Facebook and email. The very nature of the predictions create engagement, talkability and sharing.

The digital experience is being supported by a highly targeted multi platform media campaign, planned by Vizeum. This includes takeovers on sites including Youtube, Top Gear, Wired and Hype Beast, digital display advertising, TV/VOD advertising and a large format outdoor campaign, with bespoke creative headlines referring to the location of the site  to tie in with the ‘psychic’ concept. The Psychic sites include placements on the Brighton Marathon route, as well as digital sites on the UK’s busiest arterial, and on Europe’s largest TV screen, the Liverpool Media Wall.

Anna Kilmurray, Advertising and Prospecting Manager, MINI UK says:
"The MINI Roadster is the first open-topped two-seater in our history; the perfect accomplice for wind-in-the hair driving exploits.  The launch campaign has digital at the heart, engaging our audience by having some fun foretelling a more adventurous future - all delivered in the typical MINI tone of voice with tongue firmly in cheek.”

Dale Gall, CEO of Profero London, says:
"This is the kind of ground-breaking work that the launch of the new MINI Roadster warrants; injecting excitement in to the MINI brand and a true British heritage brand such as MINI could take us on. It incorporates a lot of technical first but as far the experience goes, it is just a fun, seamless psychic journey that engages ever more deeply with the MINI Roadster.”

Profero have been able to achieve this by leading a stellar production team including The Mill, LIDA and WCRS to build the elements. With the support of Smoke & Mirrors who have delivered the post-production.  The £2m media spend has been planned and bought by Vizeum.

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Profero has been around as a fully independent digital agency since before Google, and has grown to 10 offices around the globe and over 550 talents.

We decided we did not want to grow old gracefully, sell quietly, or sit still. Instead, we identified an unmet client need and rapidly evolved to meet it. We created a new agency positioning "ideas people belong to".

We have structured the agency to deliver on this promise, recruiting a diversity of leading talents across media strategy and analytics,communications strategy and creativity, user experience and enterprise technology; all adding to the talent pool that already existed at Profero.

We have developed award winning and highly effective work such as ASOS Marketplace and MINI World Record, and have had a string of new business wins including: Smirnoff, Tresemme, Barclays, ASOS, HTC, Lipton Ice Tea, Western Union, Promethean and TENA.