Mini shows off customizaton with an interactive projection

Cristina Blanaru Ads, Creativity, Marketing

Mini Canada ran the campaign Mini Vending Machine, a fully-interactive night projection in Canada during which the latest models of the car were showed off with a variety of different colour combinations and accessories.

During the projection, the Passersby were able to interact with the projection by texting to a short code to select the Mini of their choice. The Mini starts drive around in a fun animation, making its way down to the bottom of the vending machine in trademark cheeky Mini style

The concept of the interactive projection came from TAXI 2.

“The interactive Mini Vending Machine provides its fans with the opportunity to interact and experience the ultimate in customization, extreme driving fun, and the excitement that only Mini can deliver. The integration of outdoor projection technology and social media is an exciting first for Mini”, said John Cappella, Director Mini Canada.

“We wanted to show off the possibilities that Mini customization allows in a way only Mini could do. By encouraging the public to interact with the brand, users and onlookers get to experience the fun and irreverence that come with being a Mini driver”, added Lance Martin, Creative Director Taxi 2.

Media Experts, the media agency of record for Mini Canada, sourced the multiple high-traffic locations throughout Toronto, catering to several key demographics, where the Mini Vending Machine will be projected during the month of December. The Mini Vending Machine is being projected by The Media Merchants utilizing two 15K DLP Cinematic Projectors.

Taxi’s team working on the project included Lance Martin – Creative Director, Alanna Nathanson – Writer, Jeff MacEachern – Art Director, Sam Benson, Hanna Bratt – Agency Producers and Tina Tieu – Account Manager.

Hatch Studios handled the animation, Forth Wall was responsible for the interactive part, Mythum realized the mobile marketing, The Media Merchants were the projection company while Media Experts handled the media.

Taxi Canada, Taxi Inc. and Taxi Europe BV are companies  with core expertise in Strategic Planning, Advertising, Design, Interactive, Relationship Marketing, and Content.