MINI bags advertising award

SINGAPORE - This year’s Singapore Outdoor Advertising Awards 2003 saw the MINI Toy Box clinching a couple of prestigious awards in two separate categories last Wednesday.

The latest MINI outdoor advertising campaign - MINI Toy Box - was presented with a Silver award in the Guerilla/Ambient category. On top of that, it overcame stiff competition to take home the Best of Show award, given to the best and most innovative outdoor campaign idea.

The Best of Show award also came with a big bonus, as MINI and TBWA\Singapore were the only ones to be awarded $30,000 worth of outdoor media space in recognition of their efforts and creativity.

Displayed at various locations such as Scotts Shopping Centre, Plaza Singapura, Zouk and now at Far East Square, the life size toy box features a MINI Cooper. Together with ad agency TBWA\Singapore, MINI scaled new creative heights with this  latest outdoor campaign and has created much interest from the public.

Aptly dubbed The MINI Toy Box, it drew its inspiration from miniature cars which were sold in little boxes, and represent hours of fun and enjoyment for many in their childhood days.

Unsurprisingly, the MINI Toy Box provoked much curiosity and attention from passer-bys, who dropped off their name cards in the Toy Box in the hope of more getting information and test drives. Response was overwhelming and interest in the MINI peaked.