TEREZIE KOVALOVÁ
PETR HORNÍČEK
YEMI A.D.
The purpose of the campaign Obsessed was to build up an image of what MINI stands for and who its owners are. Through this campaign full of passion and emotions we rebranded and repositioned MINI on the Czech market as well as set a new long-term direction for the brand’s communication. With our own obsession with this mission we brought on board group of remarkable individuals who became ambassadors and representatives of the brand.
TEREZIE KOVALOVÁ
PETR HORNÍČEK
YEMI A.D.
Initially we asked Apploud to help us challenge misperception of electromobility in the Czech Republic. Creative and innovative approach at successful campaign BMW i3 Electricfeel impressed us so much that we entrusted to Marek and his team more challenges - the introduction of the new BMW X1 and the implementation of a new global positioning MINI with local creative concept. Campaigns Places X (Místa X) and #Obsessed (#Posedli) convinced us that we want to cooperate with Apploud as a major strategic and creative agency for the complete communication of the BMW and MINI brands for the Following years.
Once we managed to define the obsession that MINI represents, it was easy to identify the right opinion leaders. They are people with great passion, energy and devotion to their work. And when we gave those relentless hard-workers the opportunity to experience how the same kind of attitude is projected into MINI. It resulted in an immediate connection with the brand, capturing their obsessions and turning it into branded content, therefore felt naturally as never before.
On the website posedli.com visitors can learn more about the Obsessed, follow them and their obsessions through stories and multimedia or read about MINI. However at the same time the site serves as a sales and lead generating tool. Customers can look up their MINI retailer, get offers, learn about the product or ask for test drive.
It was vital for the success of this campaign to go beyond digital realm. The involvement of influencers and opinion leaders was a way to spread the information about new MINI together with the story and emotions that lie behind every car. In order to create content that doesn’t appear artificially it was crucial to truly connect the influencers with the brand and endorse them in sharing their own original content with MINI.
