In a pro-active measure against iconic brand counterfeiting, we established the Counter Counterfeit Commission (CCC) who pervaded the public with websites, a viral game that let you slap sense into a victim, a 10-minute DVD, tv alerts, a magazine insert, alerts in automotive classified publications and a grass roots effort at the NY Auto Show. Along with these efforts the CCC’s website, counterfeitmini.org is a resource for consumers to learn more about the problem and post suspected fakes. To further legitimize the CCC’s claim, we created a pop-up on miniusa.com that warned surfers that counterfeit MINIs are on the loose. The pop-up provided a viral phone number and encouraged them to call and report any ‘counterfeit’ MINIs they may have seen.

Traffic to the Counterfeitmini.org was host to millions of unique visitors. The ‘hoax’ was responsible for 6800+ calls whose over 800 voicemails reported “suspicious counterfeit activity” to the CCC. At the CCC site more concerned citizens posted nearly 400 images of their own suspected counterfeits. Over 550 informed consumers followed through on the warning and ordered the CCC’s Counterfeit DVD.

The CCC certainly gained a lot of attention. But more importantly, real MINIs were the stars of the hype, evidenced by a 23% YTD increase in sales vs. 2004.

Role: Interactive Art Director
Responsibility: Campaign Integration, Microsite Design & Development, Flash Game Dev
Awards: Cannes Gold Cyber Lion, Cannes Titanium Lion, Gold Pencil, Gold Clio