The Campaign

There’s only one way to truly appreciate everything Mini packs into its iconic vehicles—take one to the edge. Literally. Another Day, Another Adventure - the spirit and promise that the MINI Coupe and Roadster offer to China . . . .and the world. MINI China wanted to bring the spirit of adventure, risk, boundary breaking and danger to life for their Media stakeholders for the R58/R59 Launch and immerse them in the MINI spirit of irreverence, cheekiness, absurdity and style.. The campaign dovetailed into an around the world drive by MINI ambassadors who photographed the world from, and with their MINI. Thousands of these framed photos of all corners of the globe converged on the walls of the MINI Launch site in Zhuhai, China, where over the course of a full day, media were introduced to real high stakes adventurers (an Air force Captain, a Department of Defense-Special-Ops-Trainer & the Hollywood Stunt Driver from The Italian Job. These adventurers were the personal coaches to the media teaching them high stakes driving maneuveurs and stunts on 3 custom designed adventure courses & a customized competition course. The evening was topped off with a full scale stage production, themed around the End of World and how your mini can save you as the Mayan Calendar ticks to its end. The products were formally revealed a midst 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

Radio, print, Web and TV were peppered with stories of the Adventurers behind MINI, the stories that the media themselves created in re enacting hostage, tactical assault, racing competitions and the adrenaline of a space shuttle lift off. the Youku video hit 1,000,000 views in almost no time and the clients sales and media response far exceeded expectations.

Execution

The campaign dovetailed with the MINI Ambassador around the world adventure. Over 1,000 photos from this adventure enveloped the first sets of event spaces. MINI transported the media into an adventurers' club and brought the world to them before the media launched into their own adventure - with marines, stunt heros, behind the wheel and near a space shuttle. The event campaign unfolded over two days The plan unfolded over the course of 12 hours, in 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. In the final chapter of MINI stunt drivers an a high impact moment to reveal the price point ends the celebration after which the Media enjoy a formal dinner cooked with meats and dishes made for adventurers in a room outfitted in National Geographic style.

The Situation

Situation: MINI believed their brand was becoming diluted and needed focus to bring the driving and adventurous spirit to life. Problem: How best to balance an authentic adventure and explorers' spirit, with risk and adrenaline and style and bring these two cars to life. Opportunity: Engaging with the media over the course of a day, to create a range of engagements and immersions, 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 getting them out of tough situations, and who are proven entities to push MINI to its limits. We built an campaign around a decorated US marine, a Special Forces DoD trainer, and the Italian Job Stunt Driver. We created customized never-before-performed in China drive experiences (alighting a moving flat bed truck at speed). The Team of Adventurers lead the media through their real life adventure stories, trained the media how to control the MINIs in each custom courses. The campaign's capstone was a product reveal where the MINI executives role played as global adventurers took the Media through a narrative of an "End of Days" and a tongue in cheek narrative of how the MINI will save you when the world ends.