MUNICH – The MINI Connected campaign is part of the online-driven campaign #eckenentdeckenen, which has been promoting the new MINI 3-door, MINI 5-door and the new MINI Convertible since February 2018.
In the second half of April, 18:1 posters are installed in Berlin, inviting pedestrians to take a shortcut under the motto “Faster through the city with MINI Connected”. These can be seen, for example, on Gartenstraße, where a staircase over a wall makes for faster progress, on Lotte-Lenya-Bogen, where a tunnel passage under a railway line saves the detour via the far-flung underpass and also on Linienstraße in Mitte, where crossing a football pitch replaces the long way around the block of houses.
“The idea of the Shortcut posters is an original translation of the RTTI feature, which always has the fastest way through traffic ready, into people’s analog world,” explains Hans-Peter Sporer, Managing Director (Creation) of Serviceplan Campaign X.
Ulrike v. Mirbach, Head of MINI Marketing Germany commented: “We bring the complex connectivity topic out of the car onto the streets of the big city, where it is ultimately a matter of finding the fastest way from A to B in everyday life. The campaign makes MINI Connected tangible, demonstrates the added value of saving time simply and comprehensively and is an integral part of our social media campaign”.
Numerous reactions to the shortcut poster installation were filmed by passers-by. The resulting documentary was produced by It’s us (Berlin) and Neverest, and will be placed on the MINI Deutschland channels Instagram, Face, ook and Youtube.
At Serviceplan Campaign X, Luitgard Hagl, Creative Director, Christina Antes, Managing Director (Consultancy), and Konstanze Kliesch, Account Director, are responsible for conception and implementation in addition to Hans-Peter Sporer.
CREDITS
Client: BMW AG
MINI Deutschland
Brand: MINI
Product/ Service name: MINI Connected
Title: The Shortcut Billboards
Agency: Serviceplan Campaign X , Munich and Neverest
Global Chief Creative Officer: Alexander Schill, Serviceplan
Serviceplan Campaign X;
Creative Managing Partner: Matthias Harbeck
Managing Creative Director: Hans-Peter Sporer
Managing Partner: Christina Antes
Creative Director: Luitgard Hagl
Account Director: Konstanze Kliesch
Copywriter: Kornelia Szatko
Art Director: Michael Lux
Junior Art Director: Pascal Plaumann
Junior Account Manager: Valentyna Fomina
Neverest;
Managing Director: Ewald Pusch
Senior FFF Producer: Jochen Hirt
Freelance Producer: Norbert Henning
It’s us GmbH;
CEO: Ben Föhr
Director: Stephan Telaar
Head of Production: Hakan Cirak
Line Producer: Karina Kirschner
Production Assistant: Omid Mirnour
Production Assistant: Johanna Katz
CLIENT:
Ulrike von Mirbach, Leiterin Marketing
Yvonne Schrader, Teamleitung Markenkommunikation
Elisabeth Angele-Müller, Markenkommunikation
Stephanie Höll, Markenkommunikation
