Draftfcb/Lowe: On the run with the new Mini Coupé
To launch the new Mini Coupé, Draftfcb/Lowe has positioned the two-seater as an «escape car» from everyday life. The storytelling—centered on escape cars, accomplices, runaways, small tests of courage, and everyday adventures—runs consistently through all media.
The Mini leaves all pursuers behind with its taut handling and style, according to the motto of the campaign. The Mini Fan campaign kicks off with a mailing in the form of a secret file, which surprises the recipient with a personalized wanted poster, a passport and Mini Dollars. On posters, the dark key visuals of the new Mini Coupé and eye-catching typography are eye-catching. On wild posters, the story is continued with a manhunt for getaway drivers, and the public is linked directly to the new MINI Switzerland Facebook profile via a QR code, where the Mii Most Wanted Challenge awaits them.
Draftfcb/Lowe designed the Facebook application especially for the launch of the Mini Coupé in Switzerland. Players have the chance to move up the wanted list by taking part in a daily quiz and voting points from their friends. The main prize: a Mini Coupé for a year.
Every day for two working weeks, listeners are challenged to a small test of courage in ten radio spots. For example, they have to leave the office via a rope ladder - without getting caught, of course. At the Mini Partners, visitors can expect a staged crime scene with forensics and barrier tape around the supposed getaway car. Further online advertising media and a dedicated branding day on Bluewin complete the integrated campaign.
The entire campaign can be seen and heard from September 26, 2011.
Responsible at Mini: Eveline Bauert (Head of Communications). Responsible at Draftfcb/Lowe: Frédéric Nogier (concept, AD), Tizian Walti (concept, text), Daniel Tschanz (CD Online), Rolf Jeger, Sibylle Baxter, Nina Böhi, Nina Marti (consulting), Grunwald (production).
Radio spot 1
Radio spot 2
Radio spot 3
Radio spot 4
Radio spot 5
