In an effort to discourage women from applying makeup while driving, MINI Mexico commissioned the 'Misplaced Airbag' campaign. The humorous prank worked to terrify women while they were putting on makeup by simulating a car crash. Ad agency Being Human installed airbags hidden behind soap dispensers in various women's washrooms across Mexico. As unsuspecting women applied makeup in the washroom, the airbags suddenly went off without warning. A message printed on the airbags states "There's a place for everything. Makeup or drive."
While the premise of the campaign is to encourage safer driving, the Misplaced Airbag is also effective in advertising to female drivers. Since women place a large emphasis on safety when purchasing a vehicle, showing that MINI cares goes a long way to branding its vehicles as a safe mode of transportation.
Washroom Airbag Stunts
The 'Misplaced Airbag' Campaign Discourages Applying Makeup While Driving
Trend Themes
1. Safer Driving Awareness - The 'Misplaced Airbag' campaign raises awareness about the dangers of distracted driving and promotes safer driving habits.
2. Humorous Prankvertising - The use of humorous pranks, like the 'Misplaced Airbag' campaign, in advertising creates memorable experiences and captures audience attention.
3. Gender-specific Marketing - By targeting female drivers specifically with the 'Misplaced Airbag' campaign, MINI Mexico taps into a potential niche market and strengthens brand appeal among women.
Industry Implications
1. Automotive - The 'Misplaced Airbag' campaign presents an opportunity for automakers to promote the safety features of their vehicles and appeal to safety-conscious consumers.
2. Advertising - The success of the 'Misplaced Airbag' campaign demonstrates the potential for innovative and strategic advertising campaigns that utilize pranks and unexpected experiences.
3. Personal Care Products - The 'Misplaced Airbag' campaign highlights the importance of personal care and safety, presenting an opportunity for personal care product companies to align their messaging with safety-conscious consumers.