PressClub South Africa · Article.
The new MINI Cooper and Cooper S
Tue Dec 04 14:11:09 CET 2012 Press Release
Midrand/Rosslyn - The All New MINI and MINI Cooper S will arrive on South African shores in April 2007 but you can already start the process of getting your hands on one by visiting MPH '07, which starts at the Northgate Dome in Johannesburg on Thursday 8 February 2007. The show, which promised live motoring theatre, will also play host to the first phase of the new MINI's cheeky launch campaign, the All New MINI Make-out.
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Author.
Edward Makwana
BMW Group
"MINI represents so many things to so many people and it can truly be called a brand without boundaries or limitations," explains Karen Valle, General Manager of MINI South Africa. "With that as a starting point, we thought it was important for typical MINI chutzpah to be as much a part of the new car's launch campaign as it is of the vehicle itself.
"When one thinks of MINI one thinks of the ultimate car for interacting - or making out - with art, with design, with enjoyment, with fashion, with life, with driving excitement and so many other things. In fact, in our opinion, it's the ultimate car for making out in and hence the MINI Make-out campaign," she continues.
At MPH '07, new MINI display vehicles will house model couples that the public will be called upon to disturb from their make-out session. At this point, the kissing couple will provide showgoers with a flyer prompting them to enter a SMS competition to win one of three prizes on offer. The prize - the opportunity to drive the new MINI Cooper S whilst making out in the ultimate penthouse apartment in either Johannesburg, Durban or Cape Town for a month. More details about the campaign can be found at www.makeout.co.za.
Similar displays will be set up at some of the country's trendiest and funkiest bars, clubs, restaurants and night spots and the campaign even goes as far as placing kissing couples, practising for MINI Make-out at major events.
"If there's one thing that MINI doesn't do, it's play by the rules," concludes Valle. "It's a brand that epitomises passionate, young-at-heart joie de vivre - exactly what the All New MINI does. We believe that this campaign conveys this message perfectly."
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