The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
MINI-Logues
Agency Pereira O'Dell / New York + MINI USA / Woodcliff Lake, NJ + Current Studios and Labs / Brooklyn, NY + The Craft Shop / Auckland
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Category
Innovation / New Ideas in Radio & Audio
Annual ID
OS24_RA038M
About the Work
Most people buy electric cars to save the world.
But MINIs are different.
They’re so much fun to drive, people buy them… for themselves.
So, to convince people to buy the new MINI Electric, we enlisted the best pitch person in the world:
You.
In our ‘MINI-logues’ AI audio experience, our audience recorded themselves saying: “Alright me, why should we get the MINI Electric?" And a voice-cloned digital version of themselves, that looked and sounded like them, answered.
The digital clones gave hundreds of unique and entertaining reasons to buy a MINI Electric, and each one delivered those reasons in the user’s own voice.
We even made the clone’s voice sound like the user’s inner voice, not how other people hear them, so they’d instantly recognise the clone as themselves.
We launched the experience with key influencers uploading videos to their channels where they had conversations with ‘themselves’ about why they should get a MINI Electric, before directing their audiences to try the experience and create their own clones.
MINI-logues gained international press, leading everyone to wonder:
How would you, convince you?
52,000,000 Impressions
120% increase in MINI Electric site visits
160% increase in MINI Electric pre-orders.
But MINIs are different.
They’re so much fun to drive, people buy them… for themselves.
So, to convince people to buy the new MINI Electric, we enlisted the best pitch person in the world:
You.
In our ‘MINI-logues’ AI audio experience, our audience recorded themselves saying: “Alright me, why should we get the MINI Electric?" And a voice-cloned digital version of themselves, that looked and sounded like them, answered.
The digital clones gave hundreds of unique and entertaining reasons to buy a MINI Electric, and each one delivered those reasons in the user’s own voice.
We even made the clone’s voice sound like the user’s inner voice, not how other people hear them, so they’d instantly recognise the clone as themselves.
We launched the experience with key influencers uploading videos to their channels where they had conversations with ‘themselves’ about why they should get a MINI Electric, before directing their audiences to try the experience and create their own clones.
MINI-logues gained international press, leading everyone to wonder:
How would you, convince you?
52,000,000 Impressions
120% increase in MINI Electric site visits
160% increase in MINI Electric pre-orders.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Pereira O'Dell / New York
Client / Brand
MINI USA / Woodcliff Lake, NJ
Production Company
Current Studios and Labs / Brooklyn, NY
The Craft Shop / Auckland
Network
SERVICEPLAN GROUP / Munich
Chief Creative Officer
Robert Lambrechts
Copywriter
Cain Luke
Will Martin
Creative Director
Jordan Strode-Young
Ben Lockwood
Executive Creative Director
Jason Apaliski
Juliana Constantino
Executive Producer
Darbi Fretwell
Brand Strategy Director
John Redmond
Creative Chairman
PJ Pereira
Senior Art Director
Robyn Frost
Senior Content Strategist & Designer
Bruce Blauberg
Senior Copywriter
Henry Foenander
Senior Producer
Megan Wasserman
Senior Social Strategist
Gaby Ringvald
Brand Director
Catie Coonan
Brand Supervisor
Diana Soloaga
Business Affairs Manager
Stephany Stinson
Community Manager
Rebecca Nañez
Digital Producer
Patrick Kervin
Director of Brand Management
Erin Shanahan
Director of Business Affairs
Shirley White
Director of Social
Kate Wadkins
President
Nathan Kroll
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