广告案例：MINI携手Uber玩转成都

历史地图研究

6年前

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传播目标

Leverage Uber platform to reach its high-end potential users.
Cooperate With Uber Chengdu launch event to promote MINI F55 new model launch.
Leverage the advantages of online to offline services of Uber to generate and collect sales leads.

传播挑战

Uber has Limited recognition and usage rate in China
Competitors have already dominated the market and took most market share
This event was held in only one city, which has limited scale.
Unclear if consumers will be receptive to the F55 – The first ever 5-door MINI mode.

洞察和策略-品牌的消费者属性

Age：25-45
Education：bachelor degree or above
Annual salary: higher than 200,000RMB
Personality：highly individualized, likes to travel, has adventurous & innovative spirit
Attitude towards life：pursue a high-quality and unique life
Foreigner
Management level and white-collar employees in foreign-owned company
Oversees returnees
Uber heavy users

洞察和策略-媒体的受众属性

MINI wants to enable unique and innovative go-getters with an opportunity to live out their adventurous spirit by providing them an opportunity to experience the new F55 MINI.

洞察和策略-媒体的策略组合

10 MINI UBER (F55) provided free rides in Chengdu city
Gave customers a chance to ride and test drive MINI F55 and experience MINI style.
- Test Ride: Use Uber App to request a ride in a MINI F55
- Test A 2 days special weekend journey package offered to the customer who spent the most money on UBER APP in one week. The customer can test drive MINI F55 on a luxury journey with 4 friends. ( sponsored by Zanadu Spa)
Leads generation
- Customers can scan a QR code in MINI Uber to leave their info
- Provide MINI brochure, magazine, video to customers.
- Trained drivers talk with customers and deliver our brand & product info throughout ride.

创意和执行-计划的创意性

Uber software first ever tailor-made content cooperation, customer could press the MINI Uber service button to request an Uber MINI and ask for a direct test-drive.

创意和执行-计划的执行力

Kick off included stimulating the 5 senses with: vibrating seat massage cushion, refreshing

drinks, a rose for ladies, fragrance and magazines for men.

Equipped first-generation MINI 5-door hatchback with 10 brilliant UBER drivers, back cushions, umbrella, MINI bulldog, one-button grab-a-single on UBER platform, while bringing a month free ride service to passengers in Chengdu urban area.

In the Christmas edition MINI full of gifts, UBER drivers turned into Santa Claus, drove around Chengdu city with blond beauties and sent every lucky customers the warmest Christmas wishes

Leads QR code demo: Guiding users to understand the product and submit personal feedback at the same time, to provide information for the secondary sales.

Co-exposure by 3 brands: MINI, UBER and ZANADU, Provided complete coverage of user groups

Collective exposure by industrial, fashion, and many other local social media, full penetration achieved in extent and depth

Key words：MINI UBER成都、MINI UBER..

和讯网：http://vdisk.weibo.com/s/cYkVYPm6EJKQ

网易：http://news.163.com/14/1230/06/AEMN5KR200014Q4P.html

易车网：http://news.bitauto.com/dealer/20141226/1006505641.html

易车网： http://news.bitauto.com/zonghe/20141225/1106505450.html

环球旅讯：http://www.traveldaily.cn/article/87548

中国汽车消费网：http://inf.315che.com/n/2014_12/507896/

汽车之家：http://dealer.autohome.com.cn/11830/news_22278297.html

中国网：http://finance.china.com.cn/roll/20141225/2872152.shtml

网上车市：http://news.cheshi.com/20141224/1603524.shtml