MINI ADVENTURE CAMP by Serviceplan Munich for MINI

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MINI ADVENTURE CAMP

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Industry Cars
Media Promo & PR, Case study
Market Germany
Agency Serviceplan Munich
Creative Director Pat Kalt
Released August 2012

Credits & Description

Category: Automotive and Transport
Advertiser: BMW GROUP
Product/Service: MINI COUPÉ
Agency: SERVICEPLAN
Creative Director: Pat Kalt (Expolab)
Lead: Marc Dalkolmo (Serviceplan Event Co.)
Project Manager: Nina Latinovic (Serviceplan Event Co.)
Construction: Stefan Seib (Zeeh Design)
Technics: Johannes Pippig (Serviceplan Event Co.)
Architecture: Alexander Strubb (Expolab)
Media placement: Press Event - - 29.08. - 10.09.2012

Summary of the Campaign
The Mission:
More masculine, athletic, adventurous and thrilling: that is how the MINI is and how our event should be.

'Another day. Another adventure.' Our starting point was the global campaign claim. The keyword: Adventure!

The Idea:
An adventure camp, but with 5-star premium standard.

The Challenge:
The location: An old military airbase without any electricity, internet, water or heat.

So we simply created the entire infrastructure from scratch.

But how to turn that it into a cool MINI Adventure Camp?

Shelter 1 became our headquarters - the central point of contact with 24 hour reception service.

We turned all the other shelters into a temporary 5 star hotel, using premium mobile homes. Thanks to their intelligent and cool design, they were not recognisable as such – neither from outside or from in. According to the global campaign, each mobile home was styled MINI-like, including the lounge.

The press conference: following the idea of a 'Mission Briefing', each journalist sat in the front row.

After the press conference, the test drives began – either on 3 urban routes or at a handling course on the runway. Each test vehicle was equipped with a love for detail including a lunch package and cool MINI sound.

The evening highlight: an adventure camp dinner – open air, on the runway. Instead of flying service, we offered driving service: 2 MINIs delivered the exquisite menu directly to the long dinner table.

Regardless of the difficult location, everything worked, and every wish was granted.

Mission completed.

The Situation
The aim of the international press conference is to generate an adequate, quality and quantity of international reports on the new MINI Coupé. For all subsequent reporting, the content of the vehicle's presentation has central importance. An emotional presentation creates memorable content, without overlapping the factual content. According to the core message of the global campaign, 'Another Day. Another adventure', the new MINI Coupé should be presented in a unique and unusual setting.

The Goal
For a subsequent reporting, the content of the vehicle presentation has central importance. An emotional presentation creates memorable content, without overlapping the factual content. According to the core message of the global campaign, 'Another Day. Another adventure', the new MINI Coupé should be presented in a unique and unusual setting.

We showed real braveness and had the courage to create an adventure camp on an old military base with a premium hotel for spoiled journalists.

The Strategy
'Another Day. Another Adventure.' The global campaign claim was our starting point. The Keyword: Adventure!

Shelter one became our headquarters – including 24 hour reception service.

In the other shelters we installed a temporary 5 star hotel – using premium mobile homes. Thanks to their intelligent and cool design, they were not recognisable as such. According to the global campaign, each mobile home was styled MINI-like – and the guests had a private view on the skylines of Tokyo, Rio, Bangkok, etc.. The illuminations, therefore, were simulated from sunrise till sunset.

The press conference : following the idea of a 'Mission Briefing', each journalist sat in the front row.

The test drives took place either on 3 urban routes or at a handling course on the runway.

The evening highlight: an adventure camp dinner – open air, on the runway.

Execution
June, 2011
Press Pre Drive Event in Vienna, Classical Billboards, etc., 6 films and clips, Ambient Campaign

August, 2011
Press Event

Documented Results
In-depth interviews with the international journalists on the event showed, that the participants (journalists) were more than thrilled.

A widespread and constant positive reporting after the fact showed that the journalists understood the product features and felt good during the event.

In comparison to classic press events, the journalists missed nothing and had a thrilling time in our MINI Adventure Camp.