MINI Cracks Down on Counterfeits

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Counterfeiters beware! The insidious trafficking of fake MINI Coopers (an admittedly fictional problem) became the target of a multimedia campaign from Crispin Porter & Bogusky. TV spots, print inserts, outdoor placements and web alerts at MINI USA's website led potential victims to the online home of the Counter Counterfeit Commission, where they could protect themselves by learning how to detect the unreal deals, and ordering an informative DVD. "It really is like an orchestra," says Crispin interactive creative director Jeff Benjamin. "You've got all these different media working together to create this one brand experience. One of the reasons I think this worked so well was that you could take in just one part of the campaign and still get an idea of the whole thing. You didn't have to experience everything in order to make sense of it. Plus, at the end of the day, the idea is so absurd to begin with that it allowed us to approach it from a really realistic standpoint. When you look at the videos, it's taken seriously, but you just know it's not true. And I think that's a really important aspect—that it definitely comes across as entertaining."
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