"The Convertible in your hands!" The new MINI Convertible launch campaign is surprising everyone with new communication elements

- MINI is the first brand to use an interactive advertisement with a virtual 3D
model
- Innovative TV spots just 11 seconds long guarantee a high level of attention
and strong recognition value
- Guerrilla marketing continues to be significant for MINI marketing
- As with its predecessor model, the slogan for the international campaign is
"Always Open" - but the idea behind it is even more radical

Munich. This time, the new MINI Convertible will be making its début in a very
special place: "right in your hands". This weekend saw the start of
communication about the new MINI Convertible, which will be available from MINI
dealers and branches from 28 March 2009. Alongside the classic print and online
campaign, the MINI Convertible launch campaign has some surprising elements up
its sleeve.

The Convertible in your hands
"The MINI Convertible in your hands" - This slogan on a print advertisement for
the new MINI Convertible that doesn't show the vehicle at all makes everyone
curious. MINI is the first company to use an interactive print ad with a
virtual 3D model. Using innovative Augmented Reality Technology, MINI has
created a bridge between the real and the digital world, between a
two-dimensional print advertisement and the three-dimensional product. Only
when the reader holds the print ad in front of his web cam at
www.mini.de/webcam does the new MINI Convertible appear as a virtual model on
screen - live and in 3 D. The new MINI Convertible suddenly parks on the
advertisement page as if it were on stage. The accurate 3D vehicle data are
linked with the live image. If the advertisement is moved, the MINI Convertible
moves in parallel with it, in real time. The viewer can select the angle from
which he views the model freely and playfully interact with it.

In this way, people can create their own private showroom in at home. The
advertisement can also be downloaded as a PDF for printing from
www.mini.de/webcam.

The worldwide campaign claim: "Always Open"
The new MINI Convertible symbolises enthusiasm for driving in an open-top car
and embodies the unmistakable style of the MINI brand. As with its predecessor,
the claim used in the global launch campaign is: "Always Open". The main idea
behind the creation of the campaign, however, was even more extreme than it was
for the predecessor model: "Radically Open". The new MINI Convertible is only
driven open! Even in the rain and at minus 10 °C and even when best friends in
the car are of a different opinion. There are examples of this right through
all the communication measures.

Innovative TV spots just eleven seconds long
Some of the new TV spots for the MINI Convertible summarise the communication
statement in just eleven seconds: the new MINI Convertible. Always Open. The
MINI Convertible is shown in the typical MINI CI - in the launch colour of
Interchange Yellow against the black MINI background. In the spots, the vehicle
drives into the picture for a moment, and the roof threatens to close. But half
way through, an unusual sound which stops the roof closing is heard from
off-screen. The roof moves straight back and the Convertible's cover stays
open. The brief nature of the spots attracts attention and increases the
recognition value. The message is short and simple: The roof always stays open!
The short spots are also ideal for expanding the campaign to the internet and
new media such as mobiles or vodcasts, in the form of pre-roll ads or video
ads. In a neuromarketing study commissioned by MINI in 2008, MINI TV spots of
various lengths were tested in terms of their attention span, rising and
falling interest levels and the recall capacity of the respondents. The results
showed that a eleven second spot was particularly effective in achieving high
levels of attention and interest and also in ensuring a lasting memory of the
spots amongst viewers. In addition to the short spots, the idea of "Always
Open" is also expressed in a number of different TV spots. In one, the theme is
seen historically, with a humorous reference to the fact that MINI is
continuing the history of open-top mobility. In another, ninjas threaten the
passenger when he attempts to close the top. And even a close friendship can be
put at risk if someone dares to end the joys of open-top driving in the MINI
Convertible, whatever the reason is.

Guerrilla!
For MINI, unconventional marketing plays a particularly important role within
its communication activities as a whole. Innovative and surprising campaigns
are therefore also being used for the launch of the new MINI Convertible to
reach the target groups. A whole book containing 60 guerrilla ideas, "Viva la
Revolution", is being provided by central marketing to inspire marketing
colleagues and dealers worldwide. It will be exciting to see what campaigns the
individual markets and dealers will choose to accompany the launch of the MINI
Convertible.

Print advertisements
Print advertisements worldwide are also focussing on the motto "Always Open".
Admittedly, the MINI Convertible is being presented in true MINI style against
a black background, but both the unusually radical perspectives and also the
tonality of the headings show clearly that this Convertible should only be
driven open.

Online Special
The idea of radical open-top driving is expressed online through the fish-eye
lens view - which feels like a 360° viewpoint. Visitors can view the MINI
Convertible on a turntable from all possible angles, as an overall picture
through a wide-angle lens and in complete detail, through close-ups. The Online
Special for the new MINI Convertible can already be accessed at
www.mini.de/cabrio. The Online Showroom and the Configurator will go live in
mid-December.

Agencies
The print ads, TV spot and print concept were created by the Plantage agency in
Berlin. The idea, concept and implementation of the Augmented Reality campaign
"World première - in your hands" came from BUZZIN MONKEY, a Munich-based agency
specialising in buzz, guerrilla and viral marketing, and agentour GmbH. The
Online Special was developed by Interone, Hamburg.