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Mini: How do you drive your coffee?

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.

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

7 comments

feysal's picture
feysal
2465 pencils

wow this is sooo awesome!...seriously great

groovy baby!

kleenex's picture
kleenex
32004 pencils

interesting idea.

Wordnerd's picture
Wordnerd
6660 pencils

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

Daland's picture
Daland
140 pencils

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.

DTC's picture
DTC
28 pencils

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's picture
DTC
28 pencils

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's picture
DTC
28 pencils

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?

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