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How do you drive your coffee?

Agency Network: 
Published/Aired: 
October 2012

Description

MINI introduced the MINI COFFEE BAR. A unique testdrive to reach the working people of the Netherlands, via their beloved coffee. Companies can apply for this testdrive in a special MINI. Special computerchips in the MINI's analyzes the driving style of the driver and automatically links it to a matching coffee profile. A mellow driver will get, for example, a mild americano, while an average driver is given a Lungo. The Lewis Hamilton kind of driver will get a strong ristretto, provided that he doesn't crash the car. After the test drive was completed, the computer chips had analyzed their driving style, and a perfect coffee match was established and handed out, for them to enjoy.

Ambient advertisement created by JWT, Netherlands for Mini, within the category: Automotive.

Advertising Agency: JWT, Amsterdam, Netherlands
Executive Creative Director: Bas Korsten
Creatives: Jeena van der Heul, Ben Goedegebuur
Art Directors: Jeena van der Heul, Maarten Vrouwes
Copywriters: Jeena van der Heul, Friso Ludenhoff
Designers: Richard Beerens, Fâris van de Lisdonk
Concept Producer: Esther Berger
Development: Trilab
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Highest Rated

Wordnerd's picture

what the...? driving and coffee? what's the connection and why should anyone care?

Wordnerd
Activity Score 6692
Copywriter
Feysless's picture

wow this is sooo awesome!...seriously great

Feysless
Activity Score 2616
Art Director |

groovy baby!

kleenex's picture

interesting idea.

kleenex
Activity Score 58797
Web Designer/Developer
Wordnerd's picture

what the...? driving and coffee? what's the connection and why should anyone care?

Wordnerd
Activity Score 6692
Copywriter
Daland's picture

It's probably not based on a connection between driving and coffee but more based on the trend of people drinking a more personal cup of coffee.

On the campage.. I think it's a cool concept but I'm not sure how it's being implemented.
For a car event it might work.
Business-to-Business it could work if it's backed up by DM.
But more consumer oriented at a local dealer.. not really.

Daland
Activity Score 140
Reclame, Marketing & Communicatie at Hogeschool van Amsterdam
DTC's picture

I do understand that it's not easy to add value to a test drives, but honestly, besides there being no correlation between driving and coffee, is the cost of technology to make this possible justified by the final outcome...?

DTC
Activity Score 32
Other at McCann
DTC's picture

I do understand that it's not easy to add value to a test drives, but honestly, besides there being no correlation between driving and coffee, is the cost of technology to make this possible justified by the final outcome...?

DTC
Activity Score 32
Other at McCann
DTC's picture

I do understand that it's not easy to add value to a test drives, but honestly, besides there being no correlation between driving and coffee, is the cost of technology to make this possible justified by the final outcome?

DTC
Activity Score 32
Other at McCann
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