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Project Info

Serious Oomph: Outdoor Campaign for Sandia MINI

Using a 3D model of the popular MINI Hardtop these outdoor boards celebrated the fun spirit of the MINI Cooper brand.

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Serious Oomph:

Outdoor Campaign for Sandia MINI

The Need

If used correctly, outdoor can make a remarkable impact on your potential target. One of the most critical aspects to creating an effective outdoor execution is keeping your message simple. On average, freeway boards are 14’ X 48’ – which means technically you can fit a lot of information on an outdoor board. However, numerous studies show that consumers can only read up to 8 words while racing by an outdoor board on the freeway. Sandia BMW/MINI challenged Esparza with helping them communicate to potential consumers that the new MINI Cooper had plenty of power.

The Solution

Esparza used a fiberglass MINI Copper (built to scale) to create an illusion designed to boldly demonstrate to drivers that the new MINI Cooper had more than enough “oomph.”

The Results

Clear Channel Outdoor named ‘Serious Oomph’ the most effective use of outdoor in their 400,000 board network. ‘Serious Oomph’ was featured on NBC for its creativity and effectiveness.

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