Agency: Plantage, Berlin
International brand communication agency Plantage Berlin will next week (28 March) unveil its first global campaign for the launch of the new MINI Cabrio.
The MINI Cabrio has always represented freedom and individuality. Now the new MINI Cabrio campaign takes the ‘Always Open’ strapline and injects it with some radical attitude.
Pure driving excitement is front and centre, with the challenge to never put the roof up – whatever the weather. In a breakaway from classic ‘sunny’ Cabrio advertising, the campaign celebrates the exhilaration of being out in the elements, reflecting the positive, open-minded outlook of MINI drivers.
The integrated campaign consists of six 30-second TV spots, idents, a viral film, print executions, a book of ideas called “Viva la Revolution”, packed full of MINI marketing ideas that never made it, and a 360-degree internet video that enables visitors to take a virtual test drive through Berlin in the new MINI Cabrio.
The films, which target men, are filled with Tarantino-inspired action and cheeky humour. “Duel” shows guys playing ‘chicken’ in their MINIs in the mud, while “History” is a new take on a Ben Hur-style chariot race – but in the pouring rain.
“Best Buddies” is reminiscent of the opening scene of cult move The Blues Brothers, while “Ninja Night” features black-clad warriors who appear on the scene, on a snowy night in a deserted alleyway, each time a MINI passenger reaches out to try and close the roof.
The films were shot in Toronto by Canadian director, Tim Godsall, whose trademark pace, humour and casting were the perfect fit with MINI’s personality.
“Radical Maneuver”, shows a MINI Cabrio driving through a surreal world through cityscapes and countryside scenes. It carries a “Warning Do not attempt to fly upside down in your Cabrio,” as one of the passengers hovers above the MINI in this fantasy world. This is also supported by a making of video for the techies who want to get behind the scenes.
A series of ten slick print executions feature the MINI Cabrio in various colours, always with roof down, over a black background and with humorous straplines in line with the overall campaign theme. These include “Close the roof? Over my frozen body”, “Now with even more oxygen” and “The brand new air MINI”.
360-DEGREE INTERNET VIDEO
Plantage-Berlin is also unveiling a 360-degree online film showing a woman driving her MINI Cabrio through the streets of Berlin. Users can change the angle of the camera to pan around the MINI to view what’s happening behind or around the MINI.
GUERILLA MARKETING BOOK
“Viva le Revolution” is a MINI book that tells the story of the “Always Open” campaign and is full of MINI-inspired guerilla marketing ideas. It invites readers to become part of the MINI revolution and share their MINI Cabrio experience by implementing one or more of these radical ideas. In Cabrio-Booth, the photos of MINI Cabrio drivers are manipulated to show the face of the driver affected by the elements following an open top experience. Images show different faces overwhelmed by icicles, twigs, leaves, bugs or snow.
THE BOOK OF NEW
The specifications of the MINI are humorously redefined for the “Always Open” Cabrio in a series of black and white comic illustrations in “The Book of New”. These include an “Always Open Timer” which registers the number of hours the MINI Cabrio is driven with the roof down,
Jason Schragger, Plantage’s executive creative director, said: “The times when people think they need to put the roof up are actually the best times to keep it open. It’s all about bucking convention, getting out there with the wind in your hair and being open to a new driving thrill.”
Plantage Berlin has been MINI’s agency in Germany since 2006. The independent agency won the global MINI R57 Cabrio pitch against MINI roster agencies from London, USA, Italy and Japan. Plantage is rapidly establishing a reputation for fresh, unconventional thinking, both in Germany and abroad.