The physical connection people have with product discovery has changed since the global pandemic, making it more important to provide customers with engaging and tactile ways to discover products online. For their latest MINI countryman SUV campaign, MINI sought to buck that trend and provide their audiences with a more engaging and entirely new way to get to know their new car via Facebook & Instagram. To achieve this, Wavemaker partnered with Smartzer to create an interactive video based ad campaign.
Facebook ads manager was used to build the campaign where an ad with the MINI Countryman preview video was used to launch the interactive video experience via the "Learn More" button, as an alternative to driving customers directly to the MINI website. Alongside a smart media plan orchestrated by the team at Wavemaker UK the ads were run across Facebook and Instagram, providing an innovative ad format for audiences to find and engage with.
The interactive video included clickable hotspots highlighting new features of the MINI Countryman. Clicking on a hotspot gave the viewer access to an instant summary of the particular feature such as the Twinpower Turbocharged Engines and Adaptive LED headlights, with the option to "discover more" by clicking through the relevant MINI Countryman landing page.
Valentino and Smartzer worked together to launch the 2022 Haute Couture Runway interactive with a tight deadline. The interactive version of the runway show was published on the Valentino website and shared across social media shortly after the live show in Rome.