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Mini box marketing – Click above to watch video after the jump

Heineken ran commercials that showed a guy's ultimate closet as a walk-in refrigerator filled with the Dutch beer. To support the ads they put huge cardboard boxes around Amsterdam on garbage day with "Walk-In Fridge" written on them, as if someone had actually gotten one as a gift. Well, it looks like Mini did the same thing after Christmas, casting giant, empty boxes with shreds of gift wrapping around Amsterdam. Predictably for a Mini campaign, it got people's attention. Check it out after the jump.

[Source: Creative Criminals]



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    • 1 Second Ago
  • 38 Comments
      • 5 Years Ago
      Even the advertising is a copy of somebody else's idea.
      • 5 Years Ago
      Here we go with the ignorant ECO comments, most corrugated cardboard is almost all recycled material and also completely recyclable.

      The entire marketing campaign was probably more green than what everyone who has posted in this thread throws out in a week.
      • 5 Years Ago
      The homeless in my city would make a nice apartment with that box.
      • 5 Years Ago
      at :46,you can see in the backround a Smart Fortwo and a Volvo C30

        • 5 Years Ago
        As well as a white IS and a silver C-Klasse..
        Typical european urban landscape?
      • 5 Years Ago
      I would've taken one!
      • 5 Years Ago
      At £99,- it sounds like a bargain. Misleading advertisement anyone? :p
        • 5 Years Ago
        I think it's 99 a month, like a lease payment
        • 5 Years Ago
        Ah yes, I didn't notice the "per maand" when watching this for the first time. It's € not £ then (but this doesn't make a big difference). My bad!
      • 5 Years Ago
      Nissan i believe had done a version of this a while ago with this scale. They used a glass walled shipping container with actual Armadas inside!
      http://www.toxel.com/wp-content/uploads/2008/06/uad2.jpg

      • 5 Years Ago
      So Mini Cooper owners like to litter...
      • 5 Years Ago
      Take the box home! There is always a need for them. Great for packing up your apartment :)
      • 5 Years Ago
      Here is what's funny:

      Mini trying to get an electric version to market = trying to be eco-friendly

      Wasting bunches of trees to make huge boxes = not very eco-friendly

      Littering the streets with said boxes for advertising.

      Streets in question are in Amsterdam, site of the climate conference.

      Hilarious!
        • 5 Years Ago
        Matthew: where did you get the idea you can only recycle paper once? That was only true for certain low quality recovery methods. Nowadays, you can recover far better quality pulp from most kinds of paper and cardboard, meaning the recycled paper that's produced can be recycled over again. Just like royalism has been recycled over into the party line for republican'ts.
        • 5 Years Ago
        You are also correct ^
        • 5 Years Ago
        I wonder how long (if ever) it will take the American society to understand, that these "anti-librul" idiots with their brain-dead setups is the main reason why America still remains a failed state, after having tens, if not hundreds, of chances of becoming a part of the modern civilized world. Any person with at least basic brain functionality understands perfectly well, that printing a bunch of brochures (even millions) in an already existing modern industrial environment adds absolutely NOTHING to the environmental impact produced by that industry, that mailing these brochures in an environment with an already established shipping infrastructure adds absolutely NOTHING to the pollution, as well as making a TV commercial in an already established TV commercial industry has ZERO environmental impact. Inventing all that nonsense takes the level of ignorance that can also probably make the dufus see "plastic" in a fully-recyclable paper brochure :) Unfortunately, until the Reagan-produced generations of these brain-dead buffoons die off, we have hope of seeing any chance of progress in this backward godforsaken country.
        • 5 Years Ago
        Correct you are, my bad.
        • 5 Years Ago
        It could be recycled. I know you can only recycle paper once - but either way. Besides, advertising in magazines, billboards, etc.

        Not like the used much more materials, especially since cardboard boxes get made all time.
        invisiblepigeon3
        • 5 Years Ago
        Korben, your anti-capitalist liberal socialist friends are dependent upon the productivity of others in order to fund their social welfare BS programs. It's not being civilized to be a looter, but you liberals seem to think that it does.

        Objectivism is the only political or economic system that works, and it dictates true capitalism as the model for productivity. If people don't have an incentive to produce or innovate(like the government robs from the productive to give to to the non-productive) your model will collapse like the USSR, or modify itself to be capitalist in nature, like China.

        America is becoming a "failed state" because of the liberal leaning socialistic components. The non-productive mentality of the bureaucrats that puts a moratorium on thought, is to blame for the decline in America's stature.
        • 5 Years Ago
        Korben, the good news is that you and your family can now move out of that GE refrigerator box you're currently occupying into one of the more spacious Mini models.
      • 5 Years Ago
      Why does it have to mean the box is made from freshly cut trees? What does being Green have to do with Liberals you moron? I'm a Liberal and proud of it, I'm Black and Proud too, notice being American comes a distant 3rd.

      I like this sort of marketing, you would think instead of constantly selling SEX in Sex Prison would be passe in 2010 but I highly doubt that.

      Maybe somebody should put out some "Brains In a Box" brought to you by MIT...

      • 5 Years Ago
      That is sooo funny
        • 5 Years Ago
        Ikea's old "apartment in a box" campaign begs to differ.
        • 5 Years Ago
        Eh, copied off Heinekken's campaign..
        • 5 Years Ago
        I agree it very funny. It might have copied another ad but that was for beer this is an automobile little different. Much funnier.

        http://www.congratulationsbuddy.com/
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