In order to avoid traffic jams, MINI Connected offers a navigation service with real-time traffic information which helps customers to find an alternative route. For the market launch of the new vehicle models, a Berlin-wide out-of-home campaign was linked to a positive customer experience: posters were used on special billboards to lead the way to short cuts for pedestrians. In a creative combination with doors, ladders and stairs, these new short cuts were temporary opened for pedestrians to save time. A video documentary attracted much attention on social media platforms and contributed to the brand-building process.
BMW AG, MINI, Munich, Germany
SERVICEPLAN GERMANY, Munich, Germany
Chief Creative Officer:
Creative Managing Partner:
Managing Creative Director:
Ben Föhr (CEO), Stephan Telaar (Film Direction), IT’S US Media GmbH, Berlin, Germany