mini

 

An integrated guerrilla campaign which began with a digital brief from the client but didn't run.

Agency: KKLD NYC/Berlin.

 

 

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     GUERRILLA  POSTERS

     Erected opposite office blocks and pasted in office entrances overnight.

     The hashtag  #idle channels users to a microsite.

     (In English "idle" means "lazy," It's also a term for when a vehicle's engine runs slowly while out of gear.)

 

 

 
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DIGITAL – #idle MICROSITE

Employees across the land score points for the number of hours they waste on Facebook, Instagram and Snapchat.* 

Point scoring periods are from 10.00 am to 12.00 am and from 2.00 pm to 5.00 pm, Monday to Friday.

 

* Not just logged in, but actually interacting. 

Only those with a Linkedin "Currently employed" status are eligible.

 
 
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EXPERIENTIAL

Those who do well at the #idle competition are offered free guitar lessons during working hours.

The lessons are paid for by Mini and held in the work place or nearby cafes.

 

 

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VIRAL

A boss, an exec and a shy 16-yr-old female intern in a lift. 

The boss is congratulating the exec on his recent performance.

The young intern exits the lift,

Exec, making crude thrusting gestures: IMAGINE DOING THAT.

Boss: THAT HAPPENS TO BE MY DAUGHTER.

Exec:  YES, I KNOW.

 

 
     POSTERS         

    POSTERS