MINI Worldwide - Hitchhiker
Mini Worldwide - Hitchhiker
A quirky driver, a freaky hitchhiker, a whimsical soundtrack and the snowy roads of Iceland…
anything can happen in a MINI Coupé.
It's another day, another adventure.
This film have been shot in Iceland for the campaign of "another day. another adventure." campaign.
It was the first film of three that each present a different adventure to showcase the "diversity" of the MINI driving experience.
THE CHALLENGE
MINI was looking to boost the brand’s image among males 18-30 in anticipation of its forthcoming launch of new car models
and build a genuine opt in social fan base.
THE SOLUTION
Strategy
We wanted to increase brand perception based on analysis of the target male groups ambition for adventure.
Through a relevant content and surrounding social campaign, tap into the demographic and create meaningful engagement.
Creative
VICE created, All the Wrong Places, a six-part travel series devoted to far-flung adventures that exist outside subjective tour books
and mainstream travel shows.
THE RESULTS
- 8MM views
- 711 organic new Facebook fans
-Gold medal for branded content at the World Media Festival
STAT
Video Views: 3.5MM+
Facebook Likes: 511K
Executive Creative Director: Jason Schragger
Creative Directors: Paulo Martins, Karl Dunn, Genevieve Hoey
Art Director: Thomas Jullien
Copywriter: Jason Schragger
Client services director: Mia Drexl-Schegg
International account supervisor: Paula Atwell
Account manager: Thijs Van Dam
Strategy director: Jeffre Jackson
Director: Kevin Thomas
Created with the MINI Team at © BSUR 2012 - www.bsur.com