Attack of the drones: Mini’s Carmonica starts humming along online
Mini’s advertising has been consistently good in recent years, both here and overseas, and it’s undoubtedly one of the automotive industry’s most innovative brands. In New Zealand, DraftFCB’s creative and media strategy during the Soho campaign was top notch and the experiment to get rid of car yards and see if people would buy new cars online was a particularly brave retail strategy (although the MINI Garage on Ponsonby Road does look suspiciously like a car yard). Well, now it’s got another hit on its hands with the Carmonica. 
The idea was to attach 300 harmonicas to a Mini Clubman, both to see what would happen and also to push the fact that buyers are able to customise the cars in millions of different ways. The harmonicas were positioned with airflow (and safety) in mind, using a heat resistant adhesive and a protective veneer for the paintwork, and the car was also used as a test drive vehicle for Mini prospects.
The mini-site is now live, replete with the viral spot directed by Nic Finlayson of Finch Company and an online hook that gives users the chance to make (and share) their own music video and customise their own Mini.
“We are getting a bit of interest with Carmonica and it’s starting to go viral as of this morning, with lots of coverage mostly from automotive blogs [like Autoblog],” says Chris Schofield, DraftFCB’s creative director.
Top Gear UK has already filmed a piece on the car, which is set to screen this year during Season 16, and Nightline followed its horrible drone in the key of G around town earlier this year.
While we’re at it, check out some recent Mini ads that have tickled our fancy.
Waza
March 16, 2011
Very cool, and not bad for the two freshies straight out of Ad School who came up with it, Jack Delmonte & Jono Fox, both of whom I believe are now looking for a permanent gig. Ph Jack on 02102298225. Get over it Jack, it's your father's job to embarrass you.
Jack
March 16, 2011
Your an egg. Honestly
Jack
March 16, 2011
You're an egg,
Jack
March 16, 2011
No way am I doing the dishes tonight!
Waza
March 16, 2011
That will make it 4 nights in a row you haven't done them.
Anna
March 16, 2011
Thank goodness your a art director Jack.
Waza
March 16, 2011
He's not Anna, he's the writer! Spell check is his best friend.
shit at grammar
March 16, 2011
Anna could use some copy writing help
winning
March 17, 2011
@shitatgrammar – I think that was the jest my friend. Duh.
zap
March 18, 2011
Artist Phil Dadson did exactly this 10 years ago, though called it Harmonicar, so I guess it's different.
Simon
March 18, 2011
Would have thought harminicar would have been a better name.
Jim
March 18, 2011
Or you could go "harminacar" and make it a traffic safety ad
Jim
March 18, 2011
Or "harmoonica" with prosthectic butt cheeks poking out the side window
zap
March 18, 2011
Stick a moro bar in one ear and make Harmonocar.
EnZedFi
March 18, 2011
Or cover its lower half in stretchy lace and call it Harmonknicker