Ahead of the world premiere of the new MINI Coupé at the IAA International Motor Show, BMW is launching a campaign to engage more fans of the tiny car before the launch of the new two-seater model, the latest one in the MINI family. The marketing initiative dubbed ‘Another Day. Another Adventure,’ developed by Amsterdam-based agency BSUR, is rolling out across TV, radio, print, outdoor and the social media platforms, inviting drivers of the small cars to live their life to the max.
The brand is launching three hilarious TV-spots, shot by acclaimed cameraman César Charlone (Oscar-nominated ‘City of God’) and directed by Kevin Thomas, with an unconventional storyline—‘Sunday in Rio,’ ‘Tuesday in Iceland,’ and ‘Wednesday in Hong Kong.’ The adverts which are revolving around the notion that with MINI, breathtaking adventures are waiting for you at every corner every day, no matter in which country you are.
The spirit of bizarre adventures, which can be dangerous, but are an essential part of an action-packed life, also inspired the social media campaign called ‘All the Wrong Places,’ which includes a filming and consumer engagement components. For this part of the campaign, MINI teamed up with the lifestyle magazine VICE, to explore jaw-dropping locations and cultures around the globe—Japan, Peru, South Africa, Sweden plus a mysterious place to be announced soon—and release five episodes, which will appear on MINI and VICE social media channels every three weeks, starting in November.
The spots, which will be filmed until February 2012, will feature a driver called ‘Adventure Man,’ who will be accompanied by a lucky fan, selected by the brand—the first submission period started yesterday, August 29, each entrant should send a personal profiles + short essay to convince the brand to make him or her one of the five co-drivers. According to the press release, “In Japan, enormous trucks will be transformed into colourful artworks. In Peru, they will dance with locals and in South Africa meet the stars of tomorrow. In the fifth episode, the MINI Community will also get to see a brand-new MINI model.”