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.

Describe how the promotion developed from concept to implementation

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 campaign dovetailed with 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 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

Four platforms of media - newsprint, web, radio and TV were confetti'd with MINI R58 R59 stories after this program. The adventurers took on a MINI life and the spirit of adventure was injected in the blood of the press. 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 (and greater than expected sales volumes

Explain why the method of promotion was most relevant to the product or service

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. Two new vehicles 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. . .All of this, with a healthy dose of Mini spirit- a love of irreverence, cheekiness, absurdity and style.