HPS Group asked me to devise a concept for MINI’s ‘Giving Back’ campaign. This is a promotion that offers discounted cars to those who give to the community, in this case targeted at teachers.
Harnessing MINI’s fun and playful tone of voice we employ ‘typical’ teacher sayings to advertise the offer. Combined with enticing shots of the new vehicles, the aim was to capture those who hadn’t treated themselves for a while, and those who desired a new model that had become more affordable.
The campaign was rolled-out online via targeted advertisements on Facebook and Linked-In, and also via direct marketing, with flyers delivered to schools.