The 1st campaign pursued for the launch of the new MINI John Cooper Works


The 1st campaign pursued for the launch of the new MINI John Cooper Works

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


Advertiser: MINI

Advertiser managers:

Estelle Suzenne – Marketing Manager, Odile Scorielle – Advertising: Digital.



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)


Paris, France

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