MINI Richmond launched a campaign inviting Vancouver’s more distinguished bloggers to test drive a MINI for several months. Three bloggers were chosen and given a MINI to drive around town as they went about searching for their next piece of inspiration. The campaign aimed at the bloggers’ lifestyle followers by allowing the writers to provide an unbiased review about their experiences. By doing so, MINI Richmond reached their target market organically through these writers and showed their support for the local writers.
Blitzgear was tasked with creating and applying the vehicle graphics promoting the campaign. Three graphical concepts were developed to represent three MINI lifestyle targets. The concepts “City Slicker,” “Wine Valley Trip,” and “Adventure,” were paired respectively with the Coupe, the Roadster, and the Countryman. A distinct westcoast wave element remained consistent with the 3 different graphics making the MINIs and the campaign easy to recognize. The resulting graphics were fun, fitting and informative giving onlookers a glimpse of the MINI Richmond culture.