PressClub USA · Article.
CAMPAIGN LAUNCH FOR NEW MINI PACEMAN.
21.01.2013 Press Release
Woodcliff Lake, NJ – January 21, 2013… The cross-media “Design with Bite” launch campaign for the new MINI Paceman is now underway with three online videos that provide an initial foretaste of the print, TV and web elements to follow.
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A drive through New York City by night: MINI Paceman “Design with Bite” campaign gets underway with online videos
Woodcliff Lake, NJ – January 21, 2013… The cross-media “Design with Bite” launch campaign for the new MINI Paceman is now underway with three online videos that provide an initial foretaste of the print, TV and web elements to follow. MINI embodies the extraordinary – representing fun and adventure like no other brand. Today marked the official start for the seventh model in the MINI model line-up: The latest TV spots can now be viewed online, before airing on television worldwide in February. The MINI Paceman is making its film debut as the world’s first Sports Activity Coupé in the premium compact segment – a new vehicle segment for MINI. The TV spots, which were filmed against the urban backdrop of New York, combine thrilling driving scenes with the MINI typical sense of humor. The videos can be viewed online at: http://youtu.be/urS_qrnz7rE (Street Attitude), http://youtu.be/KmhFaRKYhxw (Street Attitude - Alternate Ending 1: Flash), http://youtu.be/1SBhRfzKyRI Street Attitude - Alternate Ending 2: Part-Time DJ), on the MINI Brand Channel www.youtube.com/MINI and on Facebook at www.facebook.com/MINI.
TV and print
The 30-second TV spot entitled “Street Attitude” presents the MINI Paceman in its urban environment. Viewers follow a young MINI Paceman driver on his night-time drive home through New York City. He comes out of a record shop and gets into his MINI Paceman – then, after a brief stop at an Asian snack bar, he takes an elegant but sporty drive through the streets and alleyways of the bustling city, passing by galleries, trendy bars and architectural highlights. The viewer only realizes where the drive is heading when the garage door slowly opens to reveal the inside of the driver’s loft. Why not make the MINI Paceman part of the apartment design? There are three versions of the spot with different endings.
The accompanying ads and posters are also designed to create a desire for a night-time drive in the MINI Paceman to less conventional destinations like underground clubs and design stores. Urban images and innovative slogans round out the print campaign, which will be launched worldwide from February on.
Social media and Web Content
The MINI Paceman’s social media fans can also look forward to a new campaign in late February 2013. For U.S. customers, MINI USA is developing market-specific content that highlights the urban dwelling aspect of Paceman.
The MINI Paceman
With its hallmark MINI go-kart feeling and exclusive interior ambience, the MINI Paceman remains true to the distinctive character and innovative, inimitable style of the British premium brand. With its powerful, dynamically-stretched coupé lines, two doors, large tailgate and two full-size individual rear seats, this seventh model in the MINI family complements the elegant sportiness of its proportions with a new rendering of the signature MINI interior.
MINI in the US
MINI is an independent brand of the BMW Group. In the United States, MINI USA operates as a business unit of BMW of North America, LLC, located in Woodcliff Lake, New Jersey and includes the marketing and sales organizations for the MINI brand. The MINI USA sales organization is represented in the U.S. through a network of 115 MINI passenger car dealers in 38 states. MINI USA began selling vehicles in the U.S. in 2002 with the introduction of the MINI Cooper and MINI Cooper S Hardtops. Since then, the MINI Brand in the U.S. has grown to encompass a model range of six unique vehicles.
Journalist note: Media information about MINI and its products is available to journalists on-line at www.miniusanews.com.
Consumer information about MINI products is available via the internet at: www.MINIUSA.com