We are pleased to bring you an interview with Mario Sánchez del Real, General Creative Director of Netthink. Mario discusses the interactive campaign that netthink and Isobar recently launched for MINI. He shares how they took advantage of the opportunity to use a big impact format to come up with something more entertaining and a ‘deeper than usual’ banner. Read on to see why this campaign was chosen as The Spotlight Campaign in The Blast Newsletter by Eyeblaster.

What was the client brief for the MINI campaign? Do an impactful, big and interactive piece that everyone likes so we can be doing interviews after it. MINI is the perfect client to match to Netthink and Isobar’s way of creating time with users, and this case is a good example of that.

How did you decide on the concept of an interactive video with a therapist? The campaign is part of an integrated MINI campaign whose theme is MINI – Better than Therapy; the issue is how you make a good offline concept turn more interesting online. Involving the brand with user interaction is a way of having a better brand communication. The perception of it becomes rather different than just an ad.


What role did Eyeblaster play in the campaign? We have been working with Eyeblaster for a long time, and it’s been always a perfect platform for every rich media format we create to become real and to work perfectly.

What was the client’s reaction to the campaign? What feedback have they received?
The Client has been an enthusiastic part of all of this from the beginning, and I want to thank MINI for the trust in us to do this kind of work. The feedback is a big smile!

Your idea of the perfect work day? No phone calls, the cellular inside a glass of water, no mail in the box, good music on the headphones, some weird words from a client: “This is perfect, let’s not touch anything, not even the copy”… and many more impossible but simple things.

Now the serious answer: Probably the time to see the results of the campaigns, and that those are working out far better than you thought keeps you up and awake for the next project to run.

When does your muse visit you? If there is a place and a time, please let me know!!