"The Convertible in your hands!" The new MINI Convertible launch campaign is surprising everyone with new communication elements

- MINI is the first brand to use an interactive advertisement with a
virtual 3D model - Innovative TV spots just 11 seconds long guarantee
a high level of attention and strong recognition value - Guerrilla
marketing continues to be significant for MINI marketing - As with its
predecessor model, the slogan for the international campaign is
"Always Open" - but the idea behind it is even more radical
Munich. This time, the new MINI Convertible will be making its
début in a very special place: "right in your hands".
This weekend saw the start of communication about the new MINI
Convertible, which will be available from MINI dealers and branches
from 28 March 2009. Alongside the classic print and online campaign,
the MINI Convertible launch campaign has some surprising elements up
its sleeve. The Convertible in your hands "The MINI Convertible in
your hands" - This slogan on a print advertisement for the new
MINI Convertible that doesn't show the vehicle at all makes everyone
curious. MINI is the first company to use an interactive print ad with a
virtual 3D model. Using innovative Augmented Reality Technology, MINI
has created a bridge between the real and the digital world, between a
two-dimensional print advertisement and the three-dimensional product.
Only when the reader holds the print ad in front of his web cam at
www.mini.de/webcam does the new MINI Convertible appear as a virtual
model on screen - live and in 3 D. The new MINI Convertible suddenly
parks on the advertisement page as if it were on stage. The accurate 3D
vehicle data are linked with the live image. If the advertisement is
moved, the MINI Convertible moves in parallel with it, in real time.
The viewer can select the angle from which he views the model freely
and playfully interact with it. In this way, people can create their
own private showroom in at home. The advertisement can also be
downloaded as a PDF for printing from www.mini.de/webcam. The
worldwide campaign claim: "Always Open" The new MINI
Convertible symbolises enthusiasm for driving in an open-top car and
embodies the unmistakable style of the MINI brand. As with its
predecessor, the claim used in the global launch campaign is:
"Always Open". The main idea behind the creation of the
campaign, however, was even more extreme than it was for the
predecessor model: "Radically Open". The new MINI Convertible
is only driven open! Even in the rain and at minus 10 °C and even
when best friends in the car are of a different opinion. There are
examples of this right through all the communication measures.
Innovative TV spots just eleven seconds long Some of the new TV spots
for the MINI Convertible summarise the communication statement in just
eleven seconds: the new MINI Convertible. Always Open. The MINI
Convertible is shown in the typical MINI CI - in the launch colour of
Interchange Yellow against the black MINI background. In the spots, the
vehicle drives into the picture for a moment, and the roof threatens to
close. But half way through, an unusual sound which stops the roof
closing is heard from off-screen. The roof moves straight back and the
Convertible's cover stays open. The brief nature of the spots attracts
attention and increases the recognition value. The message is short and
simple: The roof always stays open! The short spots are also ideal for
expanding the campaign to the internet and new media such as mobiles or
vodcasts, in the form of pre-roll ads or video ads. In a neuromarketing
study commissioned by MINI in 2008, MINI TV spots of various lengths
were tested in terms of their attention span, rising and falling
interest levels and the recall capacity of the respondents. The results
showed that a eleven second spot was particularly effective in achieving
high levels of attention and interest and also in ensuring a lasting
memory of the spots amongst viewers. In addition to the short spots,
the idea of "Always Open" is also expressed in a number of
different TV spots. In one, the theme is seen historically, with a
humorous reference to the fact that MINI is continuing the history of
open-top mobility. In another, ninjas threaten the passenger when he
attempts to close the top. And even a close friendship can be put at
risk if someone dares to end the joys of open-top driving in the MINI
Convertible, whatever the reason is. Guerrilla! For MINI,
unconventional marketing plays a particularly important role within its
communication activities as a whole. Innovative and surprising campaigns
are therefore also being used for the launch of the new MINI Convertible
to reach the target groups. A whole book containing 60 guerrilla ideas,
"Viva la Revolution", is being provided by central marketing
to inspire marketing colleagues and dealers worldwide. It will be
exciting to see what campaigns the individual markets and dealers will
choose to accompany the launch of the MINI Convertible. Print
advertisements Print advertisements worldwide are also focussing on the
motto "Always Open". Admittedly, the MINI Convertible is
being presented in true MINI style against a black background, but both
the unusually radical perspectives and also the tonality of the
headings show clearly that this Convertible should only be driven open.
Online Special The idea of radical open-top driving is expressed online
through the fish-eye lens view - which feels like a 360° viewpoint.
Visitors can view the MINI Convertible on a turntable from all possible
angles, as an overall picture through a wide-angle lens and in complete
detail, through close-ups. The Online Special for the new MINI
Convertible can already be accessed at www.mini.de/cabrio. The Online
Showroom and the Configurator will go live in mid-December.
Agencies The print ads, TV spot and print concept were created by the
Plantage agency in Berlin. The idea, concept and implementation of the
Augmented Reality campaign "World première - in your
hands" came from BUZZIN MONKEY, a Munich-based agency specialising
in buzz, guerrilla and viral marketing, and agentour GmbH. The Online
Special was developed by Interone, Hamburg.