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Own One Of Only 15 Mini SOHOs In The World!
Own One Of Only 15 Mini SOHOs In The World
EXCLUSIVELY AT MINI.CO.NZ
Own one of the most exclusive MINIs ever, there are only 15 MINI SOHOs in the world and they're only available online and only in New Zealand. Each car is individually recognisable with a distinctive numbered badge, 1 - 15.
The unique MINI SOHO graphics include interior fascia badging, side scuttles, entry sills, bonnet stripes, and exterior side graphics. There's also a unique white silver exterior paint, black bi-xenon headlights, Harman Kardon HiFi System and 17" two-tone bespoke wheels. Each vehicle is then finished with its own individually numbered plaque. Now that's a work of art.
Such an uber-exclusive car requires an equally exclusive marketing campaign, with MINI assigning each number its own distinct personality. From the big and bold MINI SOHO 1, to the naughty second child MINI SOHO 2, to everyone's favourite lucky number MINI SOHO 7, or the daring MINI SOHO 9 with its nine lives, there's one to suit your every whim.
There's also a bunch of New Zealand firsts thrown into the campaign for good measure including New Zealand's first 3D cinema ad in conjunction with Val Morgan and Digipost; New Zealand's first 'cling' poster campaign; exclusive ads on NZ's new music channel C42; and the creation of a whole new medium, magazine edge advertising, as seen in the latest issue of ProDesign.
Other mediums include a window display at fashion boutique Black Box, bar coasters, urban digital projections and a daredevil stunt.
So if you'd like Number 15 sitting proudly on your wall and with a fancy new MINI in the garage to boot, click here or view at Whitespace and Satellite galleries in Auckland and selected Auckland and Wellington cafes.
Otherwise, read on for more info on the campaign or
head to www.mini.co.nz for more info on the MINI
SOHO range.
WHAT'S YOUR NUMBER? 1. MINI SOHO 1 is the ultimate
big-ego number. A normal billboard space wasn't big enough,
so we took over the entire wall with a giant billboard 20
metres high. And covered in sequins. 2. MINI SOHO 2 is
like the naughty second child. New Zealand's first 'cling'
poster campaign allows us to place ads in naughty places
without getting into TOO much trouble. Clings are made of
static-charged material so they 'cling' to any surface, but
are 100% removable 3. Patrons of certain high-profile bars
will smile when they see our bar coasters. Let's just say
MINI SOHO 3 wants to encourage threesomes. 4. MINI SOHO 4
is the intelligent one. Look out for long copy ads and some
mind-bending puzzles in MindFood magazine. 5. MINI SOHO 5
is high fashion. Don't miss the Stolen Girlfriends Club
window display at Black Box Boutique in Grey Lynn. 6.
There's a new celeb on the scene - MINI SOHO 6. Does this
number do anything other than go to lunch? You'll see number
6 on the A-List, at the media awards, and at various who's
who events. 7. MINI SOHO 7 is everyone's favourite lucky
number. We're sponsoring Race 7 at next weekend's Ellerslie
race meet (Saturday 29 May), so take a punt and lady luck
might just be on your side. 8. MINI SOHO 8 is streetwise.
We're the first advertiser on NZ's new music channel, C42.
We've also collaborated with a graffiti artist to create
spray-painted street posters. 9. MINI SOHO 9 is daring -
it has 9 lives after all. Look for the broken bones in
risk-taking magazine, Red Bulletin. 10. In recognition of
being a perfect 10, the flaming hot MINI SOHO 10 will pop up
alongside NZ's largest concentration of hot people . . . Les
Mills gym. 11.MINI SOHO 11 is next year's number so it's
all about being futuristic. That's why we're excited to be
the first advertiser to capitalise on the 3D boom sweeping
the country, creating New Zealand's first 3D cinema ad in
conjunction with Val Morgan and Digipost. 12. MINI SOHO 12
is the party car, so we're sponsoring a MINI party in
Ponsonby. 13. You have to be brave to choose MINI SOHO 13.
These ads only come out at night - as urban digital
projections. 14. If you choose MINI SOHO 14, you've got
the second-to-last number so you're right on the edge. This
calls for a whole new medium to be invented - magazine
edge advertising. Our media-first ProDesign insert makes use
of one the smallest spaces in a magazine - the edge -
but with some clever paper tucking, we ensured you simply
can't miss the ad. 15. The art critic's choice, MINI SOHO
15 appears as a painting with a rather hefty price tag. It
could be one of the most expensive pieces of art in the
gallery. Until you realise you get a free MINI SOHO when you
buy the painting, that is . . .
ENDS
Click for big
version
EXCLUSIVELY AT MINI.CO.NZ
EXCLUSIVELY AT MINI.CO.NZ
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