Consumer Promotion with MINI

Brief

Create an awareness campaign for South African Tourism with a well known brand partner to use their channels to reach a wider target group and to collect consumer data.

Strategy

KPRN initiated a brand campaign for South African Tourism with car brand MINI. The cooperation incl. a micro site raffle, a postcard raffle at a MINI road show with 120 event days, POS branding at 60 MINI stores, a newsletter mailing to 218.000 BMW and MINI clients & 190.000 O2 clients, a raffle supplement in the MINI magazine, social media channels of SAT and MINI, an online advertising campaign and a media cooperation with the magazine Business Punk.

Results

  • Number of newsletter subscribers: 454,222
  • Event days: 120
  • Social media contacts in total: 74,000 fans
  • Media Cooperation contacts in total: 580,000
  • Reach: 6 million people

Pictures