The Campaign

Mini plunged media stakeholders headlong into the ultimate adventure –how to survive the end of the world. The R58&R59 were launched through a series of amazing in-vehicle experiences: every minute behind the wheel pushed journalists to heart-stopping, adrenaline-pumping extremes and demonstrated how MINI transforms everyday life into a risk taking. boundary breaking adventure. . And, with a healthy dose of Mini spirit- irreverence, cheekiness, absurdity and style. A round the world drive by MINI ambassadors featured photographs of them with their Minis all over the globe. Thousands of these framed photos converged on the walls of the MINI Launch site in Zhuhai, China, Launch Events: Mini Trained Journalists for the Ultimate Adventure…. Over the course of a full 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 All of this to prepare for the ultimate adventure.. Then Mini Takes them to the End of the World—and Back. The evening was topped off 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.

The Brief

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. ________________________________________

Results

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 hits (Client wont reveal the metrics) and greater than expected sales volumes

Execution

The campaign unfolded over two days in February, 2012, and dovetailed a global MINI driving adventure where MINI ambassadors photographed their MINI in situ around the famous and esoteric places of interest. These images - over 1,000 of them- enveloped the media when they arrived at the R58/R59 launch. The plan unfolded over the course of 6 chapters: 1.Arrival and briefings by the adventurers; 2.Adventure drive courses, 3.Timed competition 4.Gala reveal: End of Days, 5.Stunt show, 6.Adventure dinner. The capstone was a product reveal where the MINI executives role-played as global-adventurers took the Media through the "End-of-Days", a tongue in cheek narrative of how the MINI will save you when the world ends. MINI stunt drivers an a high impact moment to reveal the price point ends the celebration after which the Media enjoy a formal National Geographic style dinner cooked with meats and dishes made for adventurers.

The Situation

Situation: MINI's felt their brand was getting washed out in China and distant from its adventurers' heart. Problem: How to create an authentic adventure in a closed space, in a market that is filled with lack of authenticity, fakes and half truthful fish tales. Opportunity: Engage the media over the course of a day, to create a range of immersions and personal touchpoints with real explorers and adventurers - both behind the wheel of the MINI products or being coached or indulging in the cheekiness of the MINI Executive's role playing as a reminder of the brand values.

The Strategy

Bring MINI's adventurers' spirit to life by activating true risk takers, professionals who spend their time behind enemy lines, protecting the world's elites from kidnapping and who are proven entities to push MINI to its limits. 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.