Briefing: Relying on a quite limited budget, BMW do Brasil needed to spread strikingly and distinctively to trend setters and potential buyers the arrival of the MINI Cooper to the country.
Solution: In a partnership with Lanchonete da Cidade fast food chain, one of the trendiest in São Paulo, we developed the Cooper Burger, a sandwich inspired by the origin of the car, made with typically British ingredients. Besides the meal, upon the order, the customer received an exclusive place mat and a coupon for a test-drive and a 10% rebate on the acquisition of products from the MINI Lifestyle collection.
• Over 5 thousand sandwiches sold in just 2 months
• Over a thousand test-drives performed, bringing forth twice the expected sales for Brazil
• Highlight in targeted television programs, newspapers, magazines, blogs and websites
• Today, the sandwich is part of the restaurant’s permanent menu
Creative Director:Ale Alves
Art Director:Fernando Tomeu, Nilson Higasi
Account Director:Beatriz Rainer