Description
Faced with Türkiye’s new legislation threatening stray dogs, MINI Türkiye launched MINI PATİ, a socially driven adoption campaign powered by innovative technology. Inspired by MINI’s BIG LOVE philosophy and the long-lasting relationship with dogs, the campaign transformed the new MINI range’s OLED “Personal Mode” screens into mobile adoption platforms on-the-go. In partnership with Rescue House Charity, long-waiting shelter dogs were featured in test-drive vehicles at MINI dealerships, with integrated QR codes guiding visitors to adoption pages.
The campaign combined emotional storytelling, influencer engagement, reaching organically 2.2M people online, over a thousand at the showrooms, driving a 5x increase in adoption page visits, and securing loving homes for 8 out of 25 furry friends that participated. A dedicated MINI PAWS space was also built at Rescue House Charity, expanding shelter capacity by 5% to provide better space for the newcomers.
This professional campaign titled 'MINI PAWS' was published in Turkey in November, 2024. It was created for the brand: MINI Türkiye, by ad agency: TBWA\Istanbul. This Digital and Integrated media campaign is related to the Automotive and Personal Transportation industry and contains 5 media assets. It was submitted 16 days ago.
Credits
Advertising Agency: TBWA\Istanbul
CCO: Ilkay Gürpınar
ECD: Volkan Karakasoglu
GCD: Mesut Kocarslan
CD: Serdar Gungor
Head of Social: Burcu Celenoglu Aydin
Senior Copywriter: Gurkan Akkurt
Senior Art Director: Emel Soyler
Art Director: Ali Furkan Budak
Social Media Supervisor: Ozge Kale Savas, Inay Can Alkan
Social Media Specialist: Beril Karabulut
General Manager: Ela Bilgisel
Deputy General Manager: Burcin Birim
Brand Team: Ipek Albudak, Su Pulur
Digital Team: Gulten Yilmaz, Ilkay Gazep
Chief Strategy Officer (CSO): Toygun Yilmazer
Strategic Planning Team: Nisan Danisman, Berkay Baser
Production Optimization: Neslihan Gucum, Derya Soyman
Production Company: BeBo Digital
PR Agency: Arti Iletisim Yonetimi
Media Agency: Hype
Digital Agency: Smartis Interactive
