PressClub Global · Article.
GRAB THE CORNERS – MINI launches global campaign for John Cooper Works models.
24.10.2024 Press Release
The main protagonist of the global campaign is the high-performance brand John Cooper Works — which has been impressing MINI fans all over the world with its sporting agility for more than six decades. Both the brand's first two all-electric models and its siblings with combustion engines live up to the long history of racing thanks to specific chassis settings, sporty design and optimized aerodynamics.
Press Contact.
Julian Kisch
BMW Group
Tel: +49-89-382-38072
send an e-mail
Author.
Lisa Kaiser
BMW Group
Munich. The campaign — Grab the Corners — showcases the uniqueness of the new John Cooper Works models and goes back to John Cooper — a sports car constructor who converted a Mini into a racing car. This mini won the Rally Monte Carlo in 1964. During the conversion, John Cooper focused — in contrast to his competitors — not on optimizing speed on straight routes, but on cornering behavior.
This DNA is still part of the MINI John Cooper Works family today and was implemented in the integrated campaign by Anomaly London. The campaign films unsurprisingly feature heritage, community and countless corners to show the John Cooper Works car in action. Accompanied with a British voiceover and adequate soundtrack, the films highlight what MINI fans love about the John Cooper Works brand - from the MINI community to the go-kart feeling. The films were shot in Mexico City and feature a cameo from Charlie Cooper, the grandson of John Cooper.
Photographs and digital activations are part of the campaign that started worldwide on October 14th, 2024. Local launches in key markets will follow over the next weeks and months.
Innovative technologies meet sporty design highlights.
The first two all-electric John Cooper Works models — MINI John Cooper Works Electric and MINI John Cooper Works Aceman — were presented for the first time at the Paris Motor Show (October 14 — October 20, 2024) and, just like the MINI John Cooper Works, the MINI John Cooper Works Convertible and the MINI John Cooper Works Countryman ALL4, impress with unique sporting elements and innovative technologies. In addition to JCW sports seats, a selectable contrast roof and the specific chassis setting, the boost function for electric family members in particular is reminiscent of the brand's racing history.
Please find the campaign video here.
In case of queries, please contact:
Corporate Communications
Julian Kisch, Press Spokesperson, Product Communications
MINI
Phone: +49-151-601-38072
E-mail: julian.kisch@mini.com
Micaela Sandstede, Head of Communications
MINI
Phone: +49-176-601-61611
E-mail: micaela.sandstede@bmw.de
CO2 EMISSIONS & CONSUMPTION.
MINI John Cooper Works Electric (electricity consumption combined: 15,6 – 15,3 kWh/100 km according to WLTP; CO2 emissions combined: 0 g/km; CO2-class: A; Range in km according to WLTP: 371 – 363).
MINI John Cooper Works Aceman (electricity consumption combined: 16,4 – 16,0 kWh/100 km according to WLTP; CO2 emissions combined: 0 g/km; CO2-class: A; Range in km according to WLTP: 355 – 344).
MINI John Cooper Works (fuel consumption combined: 6.8 – 6.5 l/100km according to WLTP; CO2 emissions combined: 154 – 147 g/km; CO2-class: E).
MINI John Cooper Works Convertible (fuel consumption combined: 7.1 – 6.8 l/100km according to WLTP; CO2 emissions combined: 161 – 155 g/km; CO2-class: F).
MINI John Cooper Works Countryman ALL4 (fuel consumption combined: 8,2 – 7,8 l/100km according to WLTP; CO2 emissions combined: 186 – 177 g/km; CO2-class: G).
Article Offline Attachments.
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GRAB THE CORNERS – MINI launches global campaign for John Cooper Works models. PDF, EN, 280.02 KB
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GRAB THE CORNERS – MINI launcht weltweite Kampagne zu John Cooper Works Modellen. PDF, DE, 281.47 KB