MINI EDUCATION
NATIONAL ADVERTISING
The marketing team works closely with a number of specialist creative agencies to help bring MINI's personality to life in film or print. This is communication through media such as television, newspapers, radio or outdoor billboards.
Specifically MINI works with agencies that look after the following disciplines:
TELEVISION
The first TV advert that launched MINI in 2001 was called 'Martians'. The advert shows London being invaded by…martians. They are destroying everything in sight until MINI comes to the rescue. With its agility, MINI diverts the martians' attention, leads them into a trap and defeats them. This whole episode can be summarised in three short sentences followed by the MINI strapline.
Martians invade.
MINI saves the world.
The End.
It's a MINI Adventure.
'Martians' clearly illustrates the creative idea of compressing a dramatic escapade into a short space of time and then resolving it quickly - literally a MINI adventure.
Some recent MINI TV ad's can be viewed on www.mini.co.uk - click here for a look.
CINEMA
MINI has created ad's specifically for the cinema. In one example, a MINI is driven along a country lane and disappears into the distance as the credits roll on screen. This ad was classified as a film and entered the Guinness World Records as the shortest movie ever made, lasting just 12 seconds!
This is an example of how MINI plays with traditional advertising media to create something innovative and fun.
OUTDOOR (BILLBOARDS / POSTERS)
During it's launch, a series of life size MINIs were seen climbing city centre buildings all over the UK. This was an eye-catching alternative to a traditional poster campaign. Again, it used the strapline, 'It's a MINI Adventure'.
MINI attempts to climb building.
Succeeds.
The End.
It's a MINI Adventure.