Draftfcb/Lowe Group: The little snow eater
The Draftfcb/Lowe Group has developed a campaign for a special all-wheel-drive model of the Mini. Under the slogan «Eat Snow,» the Mini Countryman Carver is presented as the car for all winter sports enthusiasts.
The campaign aims to make it clear that the Mini is a real snow eater. And the biggest proof that the Mini is an "all-rounder" is a special kind of product demonstration: the Mini was sent out onto the slopes and had to undergo an endurance test. No fakes, no prepared vehicles - standard Minis milled their way through the snow on the Matterhorn, according to the agency. And because the Mini Countryman Carver was already on the slopes, a freestyle snowboarder was also allowed to test the Mini's winter suitability.
The product film is accompanied by a print flight and various online banners as well as a snowball fight on Facebook. Here, too, the motto is "Eat Snow", as everyone can get their friends' profile pictures covered in snow.
Responsible at Mini: Carol Hochuli (Head of MINI), Eveline Bauert (Head of Communications), Daniela Geiger (Marketing and Sales Mini). Responsible at Draftfcb/Lowe Group: Dennis Lück (ECD), Maximilian Kortmann (Text), Christoff Strukamp (AD), Daniel Tschanz, Mateja Aleksic (Online), Rolf Jeger, Nina Marti, Melanie Herbst (Consulting). Production: Lamar Hawkins, Christopher Novak, (Pumpkin Film), Götz Hudelmaier (director).
