LIDA, the direct and digital marketing specialist, has developed a new campaign for leading car manufacturer MINI, called ‘MINI Lunatics’. The work, which is the latest addition to MINI’s regular CRM communications, asks drivers to send MINI to the moon and beyond.The agency was briefed to devise a concept that would engage MINI owners which involved an element of surprise, with unpredictable, inspiring and relevant content that focused on the overall MINI experience.

An email asks users to register their details and input their MINI mileage. By pressing the ‘launch’ button boldly displayed on the creative, MINI owners will be ‘fired into space’ arriving at the ‘space dock,’ which appears on the landing page. Copy on the email highlights that the more miles MINI receives, the further into space it will go.

Prizes will be offered throughout the user’s journey including 15 spot prizes that will be revealed on certain areas of the site. There will also be a chance to win a family holiday to Cape Canaveral in Florida for the MINI Lunatic who manages to find all the hidden clues that are hidden in the space dock.

Traffic to the mini.co.uk/lunatics site will also be driven via social media updates and MINI owner’s forum posts. To increase reach, LIDA has also developed the option to share through Facebook and Twitter.

Stuart Walker, National Communications and Direct Marketing Manager of MINI, commented, “This is another original concept that will undoubtedly strengthen ties with our customers and hopefully put a smile on their faces. The agency impressed us with its strategic and creative approach.”

The campaign is scheduled to launch this week, August 2011.