Munich. Get out and experience new things – and make
memories. “ADD STORIES” presents the new MINI Countryman as an
adventurer, a bridge-builder between town and country, a trailblazer
for new impressions and fresh stories off the beaten track. The
integrated campaign will accompany the new MINI Countryman from the
start of communications in October 2016 to market launch from February
2017 onwards.
The central point of the campaign is the realisation that experiences
are the new status symbol of a young urban target group.
The new MINI Countryman makes these experiences possible – and takes
its passengers along for the ride. The “ADD STORIES” slogan calls on
viewers to go out and try new things. Every mile travelled on new
roads provides new impressions and stories for sharing with friends
and family.
With the premiere of the second generation of the MINI Countryman,
the long-standing British brand is continuing its advance into the
premium compact segment. The new MINI Countryman is the largest, most
versatile model in the brand’s 57-year history. Its complete
redevelopment goes hand in hand with significant enhancements in
spaciousness, functionality, sportiness and premium features.
The MINI Cooper S E Countryman ALL4 transforms typical MINI driving
fun into a fascinating sustainable experience. It is the first MINI
model with a plug-in hybrid drive train for pure electric, locally
emission-free mobility.
“Getting out and discovering the world has a whole new value for our
target group,” explained Marc Lengning, head of MINI Brand Management.
“The MINI Countryman brings a new dimension to the urban MINI brand –
because city living is also about getting out of town for the weekend
and coming back with new experiences and stories.”
In an integrated approach, “ADD STORIES” will supply all channels
with content, but will focus on digital marketing and two films in
particular: “CityCountry” is a 60-second film that takes the viewer on
a journey in the new MINI Countryman to find adventure and unique
moments; the second film, “Storyteller”, which forms an additional
focal point, underlines the campaign’s core message.
MINI uses digital content not only to lengthen the films, but also to
engage in dialogue with its fans and customers. With posts, banners
and various types of online ads, MINI tailors the content to suit the
target audience.
“ADD STORIES” uses strong visual storytelling to highlight the
optimised space and enhanced product substance of the MINI Countryman
in in various feature films. The films showcase product features such
as the MINI Picnic Bench, a cushion that folds out from the hatch area
for comfortable outdoor seating; the central instrument, which uses
touchscreen functionality; or the MINI Find Mate. The off-road
capabilities of the MINI Countryman are also highlighted. An
additional seven-minute product film introduces the whole vehicle in
full detail.
In the print sector, MINI will focus on wide-reach publications. The
print motif places the new MINI Countryman in its natural environment,
off the beaten track and outside the city.
MINI is also working with strong partners who share the same
enthusiasm for unique experiences: for example, with Channel Islands,
the Californian firm that already helped develop the MINI Surfboard,
to create powerful film and photo content.
Another partner is Japanese photography and technology brand Nikon.
MINI and Nikon will work together on various marketing activities for
the MINI Countryman launch in a global partnership. Nikon is using the
cooperation to promote its new KeyMission 360. The action camera
enables seamless 360°shots in 4K UHD quality in a completely new form.
The cooperation is a perfect fit: Nikon’s KeyMission and the new MINI
Countryman share the same enthusiasm for adventure, for fresh new
experiences and unspoiled nature.
MINI is already exclusively using the KeyMission 360 in its global
communications for the MINI Countryman. Additional joint content
productions for various on and offline channels will follow over the
course of the “ADD STORIES” campaign and the Nikon KeyMission 360
launch campaign.
The new MINI Countryman will make its world debut on 18 November 2016
at the Los Angeles Auto Show. The European market launch is scheduled
for February 2017. From March 2017, the new MINI Countryman will also
be conquering streets and off-roads outside of Europe.
If you have any questions, please contact:
BMW Group Corporate Communications
Bernhard Ederer, Corporate Communications, Press Spokesperson
Marketing and BMW Welt
Bernhard.Ederer@bmw.de,
Tel: +49 89 382-28556, Fax: +49 89 382-24418
Media website:
www.press.bmw.de
Email: presse@bmw.de
All Nikon trademarks are the property of Nikon Corporation.
The BMW Group
With its three brands BMW, MINI and Rolls-Royce, the BMW Group is the
world’s leading premium manufacturer of automobiles and motorcycles
and also provides premium financial and mobility services. As a global
company, the BMW Group operates 31 production and assembly facilities
in 14 countries and has a global sales network in more than 140 countries.
In 2015, the BMW Group sold approximately 2.247 million cars and
nearly 137,000 motorcycles worldwide. The profit before tax for the
financial year 2015 was approximately € 9.22 billion on revenues
amounting to € 92.18 billion. As of 31 December 2015, the BMW Group
had a workforce of 122,244 employees.
The success of the BMW Group has always been based on long-term
thinking and responsible action. The company has therefore established
ecological and social sustainability throughout the value chain,
comprehensive product responsibility and a clear commitment to
conserving resources as an integral part of its strategy.
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