What & Where: MINI really big! As a further project for the BMW subsidiary MINI, the idea of a mini photo box was born, which was to go on a European tour. The roadshow was held in Berlin, Innsbruck, Milan and Rome. But one photo to take away was not enough – huge LED walls on high-rise buildings at frequented locations showed the pictures taken after the shot was taken. An emotionalized poster advertising, visible for a very large audience.
Experience: To match the “Be mini” campaign, the photo box was equipped with a personalization function. If you put on headphones in different colors, you could see yourself with the colored headphones on one half of the picture and the new mini whose mirror was colored in the same color as the selected headphones on the other half. Then the picture was streamed onto the huge LED wall. A subsequent social media campaign in which the best photo could win an original MINI rounded off the action. Favourite photo motif was of course a selfie with the picture taken at the vending machine and himself next to the Mini on the huge LED wall in the background. An all around successful action.