Case study: Full Communications Campaign

MIAMI NICE

  • Sector Automotive
  • Network Size 200
  • Winners 45
  • Media Digital & Print

This innovative automotive client wished to engage a broad network of corporate sales people and business managers across 200 dealerships in a creative and entertaining way. The event was to take place in Miami, Florida so armed with the knowledge of our client’s love of all things 80s the incentive identity became a tribute to all things Crockett & Tubbs. Bright, retro 80s nostalgia right from the word go.

Inform / Challenge

Do not adjust your sets. Miami Nice launched with a mobile responsive event microsite in full technicolour. The site was fully loaded with qualification details, itinerary information, photo galleries, FAQs and a countdown to takeoff, all linked to the client’s own company intranet by way of an 80s themed GIF. All departments within the company could see the GIF on the intranet, which created an immediate and widespread murmur of excitement as well as some cross-department competition.

Miami Nice neon logo
Branded Miami Nice videobooks (closed)
Branded Miami Nice videobooks (open)

Tease

No Miami Vice-inspired incentive could ignore its namesake so after the initial launch, each guest received a fully branded, 80s inspired video book housing a 7-inch HD screen. The book played two videos: one look back at the previous year’s incentive and one looking forward to Miami. The film was cut with snippets from Miami Vice episodes and delivery of this teaser created unprecedented excitement and engagement throughout the dealer network.

Reward

Continuing the 80s styling of the event, travel packs were delivered in branded neon bumbags containing Miami-themed travel essentials, including custom sunglasses designed to spec by guests on registration.

Miami Nice gifts of sunglasses and a soundtrack CD
Jeeps driving on the highway in Miami

Personalise

Part of this incentive took the shape of a road trip – and every proper road trip needs a playlist. So we made this one personal. Guests nominated their favourite tracks on registration, which we compiled into a Miami Nice branded double-disc CD, cellophane wrapped and placed into each guest’s car as they headed for the Florida Keys. No Bluetooth connections or iPods in sight; this was a retro throwback with a personal touch.

“I listened to nothing else on my commutes last week. I love it and know that the guests will too. I think the fact that it’s actually a collective of their own road trip anthems is such a great concept – thank you for applying the exacting Miami Nice touches.”

Corporate Dealer Operations Manager
BMW Group UK

Miami Nice double-CD soundtrack
Jeeps driving along tree-lined roads by the ocean
Branded Miami Nice USB snap band

Create Legacy

Professional photos from the trip were shared on the event website once guests returned home and for an 80s twist, loaded onto snap-on USB bracelets. Shareable, wearable and the centre of another wave of incentive excitement long after touch down.

The numbers

  • "

    HD screens inside handheld videobooks

  • Episodes of Miami Vice watched as research

  • The year that inspired the campaign theme

  • Neon bumbags boarded at London Heathrow

  • Requested tracks on the road trip soundtrack

  • Don Johnson

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