MINI COMES CRASHING THROUGH WALL!
While driving on the M1 on Wednesday morning towards Midrand, my bubbly friend and I were stopped short in the middle of a good gossip by one of Joburg’s latest brilliant advertising concepts – Now it had to be really good to get us to shut-up!
It’s the MINI driving up the wall of Melrose Arch that looks out onto the highway – it’s amazing. We never got the chance to get a pho…
to, but trust in Dikatso from Marketing Web to get the scoop! Thanks Dikatso Mametse and Marketing Web!
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Have you seen Mini’s new ‘experiential’ billboard on the freeway?
For the first time in years some new, innovative form of outdoor advertising broke my concentration on the road the other day and made me look.
I was driving home from a mates house one evening on the M1 North just off Melrose Arch, when lo’ and behold, I saw a mini which looked like it was driving up a wall complete with tyre tracks.
The car was actually stationary, but looked like it had just broken through a wall in a parking lot, and was driving up that wall.
I almost caused an accident just looking at this new ‘experiential’ billboard, which instantly drew my attention.
Mini’s general manager Diana Blake said that they were initially going to have the catch-line, ‘break out’, or ‘break through’ attached to the billboard illustrating mini’s frustrations with having to share parking space with other cars.
“But we’ve decided to let our audience interpret the advert for themselves,” Blake said.
Well anything that breaks through brick walls and can climb up those walls sure sounds like a super hero, a Spiderman of sourts rushing off to save the world.
Blake says that the mounted mini is fibreglass and at 200kg weighs 1050kg less than a real mini.
“What we try to do together with our ad agency King James and our PR company Nota Bene with our adverts, is very much in line with our strategy, look for new advertising spaces to break free from the clutter,” she said.
Blake said that more of these fibreglass clones would be mounted on more creative advertising spaces.
