Results and Effectiveness

The results were exceptional. The media channels, be it radio, TV, print or web were wrapped with MINI Adventure tales and a fresh positioning of the brand and products. The video of the launch hit over 1,000,000 views as fast as a rocket ships' take off and the number fo media hits far exceeded expectations.

Creative Execution

The solution had to involve real heart stopping experiences, beautiful imagery, sights and sounds and never before seen or engaged with characters. 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.

Insights, Strategy and the Idea

The objectives were to bring the adventurers spirit of MINI to life. Raise the stakes of the brand in the media's eyes - the print, radio and TV media - from a stylish luxury product to a driver's machine that can help you achieve the unbelievable, break boundaries, take risks, find adventure in your every day. MINI's objective was to bring this idea of Adventure and Exploration to life in a way that would re align the way in which media communicates around these two products and the brand as a whole. MINI needed to create an authentic product experience, and authentic adventure and an adrenaline packed set of moments and learning's that could crystalize what the heart of MINI's position is.