Today, February 21, MINI launched a new ad campaign on the Internet, in mobile and print media aimed at reaching the customer through their subconscious. The campaign developed by Lida, prompts customers to think when they will be ready to buy a new car by demonstrating them the silhouettes of the new MINI ‘hidden’ on the images like a sandwich or a bulldog’s face.

The ads are based on the phenomenon that a person’s subconscious often affects what they will see. So, by placing the image of MINI on a totally unexpected pictures, the automobile brand intended to suggest the customer a thought of buying a new MINI.

Image: www.campaignlive.co.uk

As the customer clicks the ad, they are redirected to the landing page of the campaign where they are asked to leave their contact information in case they want to subscribe for newsletters, sneak previews of new models of the car brand. Moreover, all the subscribers will automatically participate in a prize drawing for a chance to win MINI escape from Nice to Barcelona along the stunning Cote D’Azur.

Nicky Bullard, Lida joint creative director, said: «The new Mini campaign is fun, unexpected and pretty brave – this is a prospecting campaign that doesn’t actually show the product. That is, unless you look closely.»