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Follow the White Rabbit

Award: Wood Pencil

Wood Pencil / Online Advertising / Online Advertising / 2007

Profero launched an online teaser campaign for the new Mini, enticing users to break from their daily surfing habits and join Mini for a random adventure into the world wide web. Inspired by 'Alice's Adventures in Wonderland', the campaign takes every user on an unexpected journey to eccentric British websites they would not normally have found. The white Mini leads users through virtual portholes taking them to one of the carefully selected sites. Users can either browse the site or be taken through the second porthole to continue the Mini adventure. With four web destinations within one journey and three unique journeys, the user is unlikely to go on the same adventure more than once.

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