Serviceplan Suisse: Campaign for Mini Downtown
Serviceplan Suisse is now responsible for Mini Switzerland's advertising communication. And is launching a first national campaign for the special Mini Downtown model - under the slogan "The New Hit in Town. The New Mini Downtown".
The premium small car brand Mini is not cutting any corners with its special model, the new Mini Downtown: The entry-level model now makes it possible for a young to very young target group to drive a unique premium automobile.
The Mini Downtown is being launched with Ambassador and Swiss Music Award winner Nickless. Nickless has already won a newcomer award - the Mini Downtown should be in no way inferior to him. Nor will it, if Nickless has his way: "It rocks: the Mini Downtown offers generous luxury in the small car segment."
Both Ambassador and Bildwelt are entirely Swiss and are being presented to the Swiss public in two phases: the campaign was launched at the beginning of May with an online teaser campaign that includes a guessing game about the new model. The main campaign, including the resolution of the competition, has just been launched - mainly online, but also on posters, in print, on the radio and, of course, at the point of sale.
Responsible at BMW Group Switzerland: Team Mini Switzerland. Responsible at Serviceplan Suisse: Yannick Schaller (text), Gabriel Schuster (art direction), Raul Serrat (CD), Daniela Steffen, Andrea Menzi, Nathalie Jakober (consulting), Barbara Meier (realization); Pam Hügli (overall responsibility); Frithjof Ohm + Pretzsch (photography), Plan B (film production).
