Results and Effectiveness

All four media channels were peppered with adventurous stories that the media were able to personalize and bring to life and ascribe to the heart and soul of MINI,The program's success is measured quantitatively by # views of the video content that was released of the gala (over 1,000,000 shortly after launch) , greater than predicted media hitsand greater than expected sales volumes

Creative Execution

Build a campaign around decorated US marines, a Special Forces DoD trainer, the MINI Stunt Driver from the Italian Job. Create never before performed in China drive experiences (alighting a moving flat bed truck at speed). Team Adventurers will lead the media through their real life adventure stories, train the media how to control the MINIs on each course. Top off the evening with a full scale stage production, themed around the End-of-World and how your Mini can save you. With the Mayan Calendar ticking to its end products were formally revealed amidst a backdrop of MINI car stunts, a Space Shuttle (the ultimate adventure) the MINI executives in costume as adventures and explorers. A challenges was to bring a multi-chapter multi media narrative together, manage real life and death risk and leave the media with a clear concise set of messages that translates into TV, Radio, Print and Web.

Insights, Strategy and the Idea

MINI China wanted an adventure. They wanted to launch the Coupe and the Roadster in a truly risky, irreverent, adrenaline filled and adventurous way. they needed the media - all formats- to understand, embrace and communicate. There’s only one way to truly appreciate everything Mini packs into its iconic vehicles—take one to the edge. Literally. For three days in China, Mini plunged media stakeholders headlong into the ultimate adventure –how to survive the end of the world. Over the course of a day, media were introduced to real high stakes adventures by real life action heroes. An Air force Captain, a Department of Defense Special Situations Trainer & a Hollywood Stunt Driver (from The Italian Job). provided personal coaching, survival training and stunt driving instruction on three custom designed courses By building an immersion experience around real world heroes, adventurers and tactical experts, MINI was able to deliver authentic adventure.