BSUR thinks big for MINI series

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AMSTERDAM, THE NETHERLANDS, SEPTEMBER 02, 2011: Great things can definitely come from small beginnings, or in Amsterdam-based creative agency BSUR’s case, a rare opportunity to work with the MINI. Indeed, their collaboration with the car manufacturer has resulted in one of the biggest marketing sensations for the world-renowned “small car” brand.

A perfect fit in many ways, BSUR and MINI first cruised swimmingly with the “MINI Flow” and the “MINI vs. Monster” TVCs which made the rounds in various festivals. The playful takes on the car’s distinct size and maneuverability won the agency a haul of awards, the most notable of which is a Silver Lion in the recently concluded Cannes Lions International Festival of Creativity. “Winning an award is great, both for the agency and the people involved, but we don’t see it as a goal in itself. It is a nice extra, but that’s as far as it goes," says Jan Rijkenberg.

BSUR continues to take the world by storm today, kicking off yet another giant marketing extravaganza for the MINI. “The campaign will cross a lot of different media so that will provide more touch-points for brand communication,” says Jason Schragger, creative director of BSUR.

In its latest global campaign, “Another Day. Another Adventure”, MINI celebrates a new design change to its fleet with the launch of the new MINI Coupé. The campaign sees the MINI Coupé explore new horizons and face new challenges in three adventure-inspiring locations.

The new MINI Coupé is the latest addition to MINI’s expanding family and revives the iconic MINI John Cooper Works edition. This brand new model is specifically designed to focus on the fun side of the driving experience and to give the driver a sense of connection to the road.

The three films –“Wednesday in Hong Kong”, “Thursday in Iceland”, and “Sunday in Rio” each present a different adventure, to showcase the diversity of the MINI driving experience. The three locations of Hong Kong, Rio de Janeiro and Iceland embody the ‘James Bond’ spirit behind the campaign. The intriguing landscapes, people and local cultures also add to the adventurous nature of each film.

At the heart of “All The Wrong Places” is the new MINI Coupé and its driver –Adventure Man, who will undertake extraordinary missions steeped in unique cultural traditions in five exotic countries: Japan, Peru, South Africa, Sweden and one secret location.

But the host and his MINI won’t be alone, a Co-Pilot for each of these five exciting missions will be drawn from the MINI social media community. From 29 August, MINI fans can log on to www.facebook.com/MINI and have a chance to be one of the five Co-Pilots and be sent on a mission in the MINI Coupé. Fans upload their profile, explain their motivation and unique skills they’ll bring to the role, and see if they’ve got what it takes to go to “All The Wrong Places”.

The five documentary-style films will be featured on MINI’s Facebook page. From November, a new “All The Wrong Places” film will be uploaded every three weeks. Fans of MINI’s Facebook page can experience the global road-trip and learn about exciting and bizarre cultural traditions, from the comfort of their own homes.

BSUR, which has experienced a successful four-year European run for its Wrangler “Wanted” Campaign, is no stranger to integrated marketing. It has employed the same cross-media multi-discipline exercise to boost the once-fabled denim brand’s sales after a sluggish 10 years. The campaign was a hit for Wrangler which saw a gradual increase in sales, which ultimately doubled on its fifth year.

With a series of ads anchored on the spirit of daredevil fun, one can easily surmise that BSUR would probably evoke the same aura as an agency. To Rijkenberg though, it’s all about the company credo: be as you are. “Working together with 15 nationalities from all continents makes it a fun place to be. Being yourself and being authentic while working as a team in a creative process makes for an inspiring atmosphere,” he shares.