BMW Mini once again continues its march of imaginative advertising campaigns. This time it brings a quirky series of online ads where perfectly normal drivers test drive the new Mini Cooper Hardtop in the most unusual ways, fulfilling their wildest fantasies. Thus, on test drives with the Mini, they find themselves in the middle of a medieval battle, a golf course and even parallel worlds.
Advertising agency Butler, Shine, Stern & Partners (BSSP) and a production house Tool of North America they bring fun advertising campaign, where they are owners of Mini vehicles invitations to participate so they can try it out new model BMW Mini Cooper Hardtop at the most bold way, as they have always dreamed of. Between 800 registered they chose in the end 10 lucky people, with which they recorded theirs a unique "ultimate test drive" experience. Lasting between one and two minutes, starring regular Mini owners, the adverts show from completely plausible to the most improbable scenarios, which confirm exceptional features of the new Hardtop.
They stand out the most "Midnight Black Light", where the driver Alex Coyle in slow motion it takes you through the wonderful an explosion of fluorescent paint, "Sex Appeal", in which Thomas Lhamon, a chemistry teacher, experiences real cliche porn shooting, "Vertigo", where Ryan George through a wild ride in reverse through the parking garage trying to catch the 2-minute free parking limit and "Getting Medieval", with which they are emulated Rebecca Smith's fantasy of honorable medieval knightly combat.
Imaginative and fun Mini's campaign thus reflects a great balance of user-generated content and traditional advertising with elements of fun and surprising with the final effect easy association of consumers with the brand. Besides series of 10 ads, which you can completely see below, have also created interactive micro website.
1. “Sex Appeal”
2. "Mini Golf"
3. “Midnight Black Light”
4. “Coffee Cup Coefficient”
5. “Vertigo”
6. “Parallel Universe”
7. "Manual vs. automatic"
8. “The Daily Grind”
9. “Foot to Pedal Style”
10. “Getting Medieval”
