Do you need help? Please contact our support team from 9 to 17 CET via support.pressclub@bmwgroup.com.

PressClub Global · Article.

“Stay Open” global campaign for the new MINI Convertible. Film production with Oscar-winner Joachim Back.

The global marketing campaign “Stay Open” is about to get underway in time for the start of communications for the new MINI Convertible. The campaign will accompany the new MINI Convertible up to market launch and beyond in three campaign phases that follow on from one other.

Corporate
·
Sales and Marketing
·
MINI Convertible
·
MINI
 

Press Contact.

Bernhard Ederer
BMW Group

Tel: +49-89-382-28556
Fax: +49-89-382-20626

send an e-mail

Downloads.

  
Attachments(1x, ~429.15 KB)
  
Photos(2x, ~12.92 MB)

This article in other PressClubs

Munich. The global marketing campaign “Stay Open” is about to get underway in time for the start of communications for the new MINI Convertible. The campaign will accompany the new MINI Convertible up to market launch and beyond in three campaign phases that follow on from one other.

 

The “Stay Open” tagline for the new MINI Convertible is as multi-faceted as its target audience and pays tribute to the “Always Open” campaign of its predecessor. On a rational level, it highlights new product features that enable the new MINI Convertible to drive with the top down for even longer. From an emotional perspective, it reflects the free spirit of the target group – always cosmopolitan and open-minded. Its life-affirming optimism is a consistent theme throughout all elements of the campaign.

 

The print campaign takes this feeling and stages the new MINI Convertible in open spaces full of bright, vibrant colours. The feel of open-top driving is conveyed with lots of blue sky.

Online communications also focus on this openness and driving with the roof down.

 

The central element of the campaign will be an online film that goes far beyond the scope of regular TV commercials. The short cinematic film directed by Oscar-winner Joachim Back will be revealed in stages – initially previewed with a teaser and landing page to kick off the campaign. The film will be revealed in its entirety to coincide with the market launch of the new MINI Convertible.

 

Further information on the campaign and online film will follow.

 

The participating agencies were WCRS, London; KKLD, Berlin; and AKQA, London.

 

Serviceplan Campaign X will be responsible for adapting the international campaign for the German market. The German campaign for the new MINI Convertible will get underway in mid-February 2016 in time for the market launch on 5 March 2016.

If you have any questions, please contact:

 

BMW Group Corporate Communications

 

Bernhard Ederer, Business and Finance Communications, Marketing Spokesperson

Bernhard.Ederer@bmwgroup.com, Telephone: +49-89-382-28556, Fax: +49 89 382-24418

 

Media website: www.press.bmw.de

Email: presse@bmw.de

 

 

 

The BMW Group

With its three brands BMW, MINI and Rolls-Royce, the BMW Group is the world’s leading premium manufacturer of automobiles and motorcycles and also provides premium financial and mobility services. As a global company, the BMW Group operates 30 production and assembly facilities in 14 countries and has a global sales network in more than 140 countries.

 

In 2014, the BMW Group sold approximately 2.118 million cars and 123,000 motorcycles worldwide. The profit before tax for the financial year 2014 was approximately € 8.71 billion on revenues amounting to € 80.40 billion. As of 31 December 2014, the BMW Group had a workforce of 116,324 employees.

 

The success of the BMW Group has always been based on long-term thinking and responsible action. The company has therefore established ecological and social sustainability throughout the value chain, comprehensive product responsibility and a clear commitment to conserving resources as an integral part of its strategy.

 

www.bmwgroup.com

Facebook: http://www.facebook.com/BMWGroup

Twitter: http://twitter.com/BMWGroup

YouTube: http://www.youtube.com/BMWGroupview

Google+: http://googleplus.bmwgroup.com

 

Article Offline Attachments.

Article Media Material.

My.PressClub Login
 

BMW Group Streaming.

ANALYST AND INVESTOR CONFERENCE 2017.

Munich, 22.March. OnDemand transmission of the BMW Group Analyst and Investor Conference 2017.

open streaming site

CO2 emission information.

Fuel consumption figures based on the EU test cycle, may vary depending on the tyre format specified. Further information on official fuel consumption figures, specific CO2 emission values and the electric power consumption of new passenger cars is included in the guideline “Guideline for fuel consumption, CO2 emissions and electric power consumption of new passenger cars", which can be obtained from all dealerships, from Deutsche Automobil Treuhand GmbH (DAT), Hellmuth-Hirth-Str. 1, 73760 Ostfildern-Scharnhausen and at http://www.dat.de/en/offers/publications/guideline-for-fuel-consumption.html.

Latest Facts & Figures.

Specifications of the MINI Clubman, valid from January 2017.
Tue Jan 31 01:14:34 CET 2017
Technical Data, Specifications
Specifications of the MINI John Cooper Works Clubman, valid from January 2017.
Tue Jan 31 01:13:00 CET 2017
Technical Data, Specifications
Show all

Add your filter tags.

Press Release
Press Kit
Speech
Fact & Figures
Spanish
  • Language of file attachment
  • Arabic
  • Chinese (simplified)
  • Chinese (traditional)
  • English
  • English
  • French
  • German
  • Italian
  • Japanese
  • Korean
  • Russian
  • Several languages
  • Spanish
Updates
Top-Topic
Submit filter
Clear all
 
Sun
Mon
Tue
Wed
Thu
Fri
Sat
 
Login