Page 16 - Club Braman Magazine Spring/Summer Edition

“THIS MINI’S MINE –GET YOUR OWN”
Braman MINI Hosts ‘MINI-Cademy’ Awards to Celebrate Success of Ground-Breaking Advertising Campaign With iHeart Radio and WPEC CBS 12
By Peter Frey -The Test Drive Guy
Who better to trust than a fellow custom- er when choosing what car to buy and which dealership to buy from? That was the philosophy behind Braman MINI’s “This MINI’s Mine – Get Your Own” radio and television campaign.
And how better to nish up a hugely successful ad campaign than with a huge MINI-Cademy Awards party at the Club Braman Performance Theater... complete with food, drink, music and an award ceremony with celebrity presenters?
The campaign started with a single directive from Braman Motorcars; listen to our customers, let them tell their story and have them use their very own cars in the lm shoots. Friends and animals were optional. Braman wanted it all real and nothing fake.
They guy with the light bulb moment that got the program rolling was Larry Doyle, who runs the commercial production
end of the creative services department
at WPEC, the CBS a liate in West Palm Beach.
“We had complete creative control, so
it was one of the most exciting – and successful – projects we’ve done. Braman MINI held a contest among their custom- ers and the winners all turned out to be very comfortable and spontaneous on camera. We put together three commer- cials that ran on TV and radio, as well as
PEOPLE'S CHOICE AWARD: Annie and Shaun top vote getters.
social media, and everybody loved them.” Annie and Shaun, a married couple who are both graphic artists, did a “He Said, She Said” format for their commercial. “Artists and MINIs just seem to t togeth- er,” says Shaun, who owns a studio called Astro Crow (www.astrocrow.com) that produces video games. “I wanted one for years and my dream nally came true in 2014. I never had a car this nice before and the whole experience, with both Braman MINI and the car, has been great.” Annie, a professional VFX (video special e ects) composer isn’t a ‘car person’, but was looking for something out of the ordi- nary. “I wanted something that spoke to who I am, something that was both useful and a little bit edgy. I really like all the big windows in my MINI because the visibility makes me feel comfortable and safe when I’m on the road.”
The other couple in the mix was acupunc- ture physician Katherine (www.palm- beachhealingarts.com) and her Boxer pup Deva. “I actually bought my MINI Countryman – which I named ‘Coop-Diz- zle’ – for Deva because I felt she’d be safer
Shaun & Annie show o their MINI Oscar with Mo and Sally of KOOL 105.5
SHAUN & ANNIE
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