A few days ago, I woke up at the crack of dawn for a unique experience. I headed for a disused factory near Paris for a shoot I’ll remember for years to come.
When I was offered the chance to live a colorful experience in a Mini, I thought it was a joke at first. Indeed, as someone who’s done several laps of the 24-hour Le Mans circuit or exceeded 240 km in a circuit racing car, I wondered what a Mini could do to surprise me. For me, Mini is all about city charm. A car for dandies and bobos with a style that’s still unrivalled.
I was going to be surprised! For the adventure was indeed a hair-raising one.
Knowing my passion for Twitter, the Mini teams proposed a challenge: live tweeting in Mini. So far, so good, you might say. But then the plot thickens! It wasn’t just any Mini, and it wasn’t just any driver!
So I was the guinea pig in the on-board advertising campaign for the launch of the new MINI John Cooper Works.
A passion for motor sport has been in MINI’s genes for 55 years. On April 23, MINI launched its latest addition to the John Cooper Works range: the new MINI John Cooper Works. With its 231 hp, it’s quite simply the most powerful MINI ever built!
Never has the “Go Kart Feeling” so dear to the brand been so pronounced as in this John Cooper Works model equipped with a 2.0 l MINI Twin Power Turbo 4-cylinder engine offering the widest maximum torque range in the sporty city car segment.
Another unique feature in the segment: this is the only model that lets you choose between a mechanical or automatic transmission. In both cases, the MINI Driving Mode sport mode lets you enjoy an ultra-sporty sound enhanced by a double stainless-steel exhaust with bevelled tailpipes, one of the JCW exterior signatures.
As exclusivity is not just about performance, you’ll be welcomed into the world of John Cooper Works in the cabin, with exclusive John Cooper Works Sport bucket seats, stainless-steel-finish pedals, exclusive Dinamica upholstery as standard and only on this model.
Following the MINI brand brief, the Isobar agency quickly came to a simple conclusion: it was inconceivable to create this campaign behind a desk or in a meeting room. They were joined by ID-agencedesmediassociaux.com, who brought their digital expertise to the table.
MINI, Isobar and ID-Agence des Médias Sociaux thus created an original and impertinent campaign: the very first on-board digital campaign, right in the middle of the action aboard a supercharged MINI John Cooper Works.
In a disused industrial setting, automotive journalists (GQ and Sport Auto), bloggers (Darkplanneur, Luxsure) and ISOBAR creatives were invited to take up the “MONSTROUSLY MINI” challenge.
Based on this offbeat digital concept, MINI France decided to apply it to all existing campaign media, both on and off line, generating completely unstructured press ads and event posters in the image of the “MONSTRUEALLY MINI” experience.
From May 04, a giant 600m2 billboard on the edge of the Porte de Saint Ouen ring road will successively display a message with the classic MINI charter, then from mid-May, the message in its unstructured form, reflecting this “MONSTRUEUSEMENT MINI” digital campaign.
This campaign is an opportunity for MINI:
– to make a massive DIGITAL statement with a large-scale media plan
– to engage with influencers and bloggers
Communication and public relations
– to engage its large community of fans.
– to address a target group of motorsport enthusiasts in an original way, to let them experience the legendary driving sensations of the MINI John Cooper Works brand.
The end result? An original multimedia campaign in the colors of the new MINI John Cooper Works, which strongly suggests the particularly dynamic characteristics of this new model. Find out all about it on: https: //youtu.be/54OY3u76UJMou on jcw.mini.fr
Cette publication est également disponible en :
