MINI Canada

One of the features of the Mini R5X that resonates with consumers is the ability to customize it with options like new upholstery or branded Hi-Fi systems.

The objective of the Mini Interactive Vending Machine was to intercept the busy urban target in downtown Toronto and immerse them in a fun, interactive activity which drove home the message that Mini is truly customizable.

Media Experts collaborated with Taxi 2 to develop the largest interactive projection ever executed in Canada. They made consumers’ mobile phones the “remote” to control the experience: a larger-than-life projected vending machine stocked with nine variations of customized Minis.

High pedestrian traffic areas with a huge architectural canvas were chosen, and custom software enabled SMS text messaging aggregators to forward commands to the projection engine.

Each customized Mini launched into its cheeky animation on a consumer’s text command, moving through a pinball machine or breaking through the vending machine glass.

Users received a personal message on their handset directing them to Mini’s mobile site to extend the conversation.

The installation changed locations each evening from outside the Air Canada Centre before and after major sporting events and concerts, to the exterior of the hottest clubs and bars with huge lineups and culminating in a projection in Nathan Phillips Square on New Year’s Eve.

The installation served to raise both awareness of Mini’s customizable options and sales: year over year sales at the downtown Mini dealership rose 75% (January 2010 vs. January 2011).