Mini Cooper "Becoming a Manual"
MINI came to us with an interesting problem. They had a surplus of manual cars and needed to get rid of them quickly. Being a manual driver myself, I understand the many joys that being a manual can provide. And the short-term discomfort of growing into it. To help transition drivers into this initially awkward but ultimately awesome motoring experience we created the Welcome to Manualhood campaign. Did it work? You betcha. Only four weeks after launch manual sales were up by 30%.
Accompanying the campaign, a custom audio experience designed for test-drives as well as a black and white 1950s sex-ed style dubbed film.
