MINI ‘Mostnificence’ direct mail campaign

New Zealand agency DraftFCB's surreal direct mailer to promote the latest MINI delivered a 17% sales lift. Rather than bore customers with the usual waffle about engines and colours, DraftFCB decided to have some fun.

They sent existing MINI owners a colourful handbook supposedly written by a hyperactive, superhuman Saskatchewan woodsman called Lars Hammerman, which told MINI owners how they can move to a higher state of being known as ‘Mostnificence’ - most easily by trading their current car for a new one.

The whole surreal thing was packaged in fake roadkill for the dustcover. This wasn't merely a creative exercise - it was effective too. Over a third of recipients were persuaded to contact their local MINI dealer.

For pictures of the campaign and more details, download the case study.