MINI's 'Psychic Roadster' predicts your future in new digital campaign


By The Drum Team | Editorial

April 10, 2012 | 2 min read

Car brand MINI has launched a new digital campaign promising to tell you what your future holds.

The 'Psychic Roadster', created by digital agency Profero London, gives each user a personalised reading about their future adventures, which they can then share through social media and email.

Targeting men aged 35-45, the campaign promotes the launch of MINI's first two-seater roadster.

The digital experience is being supported by a £2m 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.

The global TV campaign by BSUR Amsterdam and outdoor creative from Profero will aim to drive people online to receive their own reading.

Anna Kilmurray, advertising and prospecting manager at MINI UK, said: "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.”

Profero worked with The Mill, LIDA and WCRS to build the digital elements, while Smoke & Mirrors handled post-production.

Profero CEO Dale Gall added: "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.”


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