Aren't we all used to seeing a chart that has absolutely no structure? Or seeing a load of misprintsts in a display? Prepare yourself to discoevr what is lurking behind...
It was following a competition that Isobar (DENTSU AEGIS NETWORK group) won the launch of the new MINI, the most powerful one ever built, diverting away from a key principle: creating this campaign behind an office or meetings room is inconceivable.
Accordingly, MINI and Isobar are pursuing a campaign never seen before and completely out of the ordinary: the very first Embark Digital campaign, in full swing, aboard a souped-up MINI John Cooper Works.
Based on a completely crazy concept, MINI France has been brought to its feet and will be communicating the concept using all manner of campaign media, online and offline, thus generating press advertisements, an events display and an unstructured digital campaign to create a
"MONSTROUSLY MINI" experience.
It is with disused industrial decor that auto journalists (GQ and Sport Auto), bloggers (Darkplanneur, Luxsure) and Isobar creators have been invited to rise to the "MONSTROUSLY MINI" challenge.
To relay the mind-blowing concept, VIZEUM has turned to the teams of Amplifi (the Dentsu Aegis Network group's trading entity) to set up this vast campaign.
Since May 4, a 600 m2 events center at Porte de Saint Ouen has been showing off the MINI John Cooper Works in its conventional form, and from mid-May, it will be replaced by its unstructured version, reflecting the image of the ""MONSTROUS MINI" digital campaign.
The result? A multimedia campaign in a class of its own in the colors of the new MINI John Cooper Works, that epitomizes the new model's particularly dynamic specifications.
Live the whole experience at jcw.mini.fr
TECHNICAL DATA SHEET/CREDITS
Estelle Suzenne – Marketing Manager, Odile Scorielle – Advertising: Digital.
Product: NEW MINI JOHN COOPER WORKS
Digital agency: Isobar
Creation Manager: Damien Frossard
Designer and writer: Luc Gesell
Artistic Manager: Matthieu Berthault
Agency Managers: Cécile Bitoun, Julien de Beauvoir
Clientèle Manager: Yhanne Khirat
TV Producer: Alix Merlier
Director: Nicolas Houres
Production: Du Goudron et des Plumes
Media agency: Vizeum (Contact: Charlotte de Chazournes)
Digital platform agency: Xprime (Contact: Florence Jupin)
Social networking agency: Social media agency (Contact: Cyril Attias)