Teaser e viral

During an official press conference, the CEO of MINI announces the imminent launch of MINI Big Foot. In effect, the news is false but as well as creating curiosity, expectation and public interest, it serves to reveal, at a later date, the irreverent and provocative character of the new MINI Crossman – a car that thinks, plays and jokes big size. To support the ‘fake news’ an apparently amateurish mobile video will be spread on line: a MINI never seen before: prototype of the MINI Big Foot that under the cover of night is seen coming out of the BMW factory.

evenT 1

BMW presents the new MINI model at one the Paris motor show. An orchestrated press conference/event reveals the new car to all: the dressing up of the event leads everyone to believe in the launch of MINI Big Foot.

evenT 2

On removal of the drapes, the new MINI Crossman is finally shown to the world, providing proof of the equivocal nature which has characterized the launch. This time, MINI has really pulled a big one.

DirecT MarkeTing 1

An apparently simple mailing – box, letter, brochure – with a twist. The brochure is extremely small (8x8) but when opened up turns into a large poster.

DirecT MarkeTing 2

On one side of the poster a photograph of the new MINI, on the other details of the technical and performance characteristics. The letter can also serve as an invitation to an eventual dealers’ open day.

BranD HoMe Page

The entire home page is black. At the centre is seen a small square which contains only a part of the image and copy – MAKE IT BIG. Only by using the mouse to stretch the angles of the square is it possible to enlarge the visual area and to reveal the entire home page.

alTernaTe realiTy gaMe

“Alternate reality games` are highly experiential campaigns - a kind of treasure hunt which mixes interactivity and entertainment, reality and virtual.

Text, MMS, emails are sent to the existing Mini client database. They are invited to illuminate portions of a virtual map. A code is hidden in different streets in different towns and cities. Once found the codes are inserted directly on line by their finders into the map and the road in question is automatically highlighted. Step by step, the shape of the new MINI Crossman is composed. All those who help in completing the shape have the opportunity to participate in a prize draw for the new car.??

MAKE IT BIG.

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MINI CROSSMAN. MAKE IT BIG.

SCOPRILA SUBITO.

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Banner 2

The MINI Crossman is so big that it does not fit within the confines of the banner and only a small detail is seen. ‘Make it Big’ invites the viewer to enlarge the banner and to discover the entire shape of the car with a Call to Action to discover more on the dedicated site.

Banner 1

A black mask which barely reveals a part of the car.

Enlarging the sides of the square a banner appears which offers a short navigational experience of the new MINI Crossman site, within the banner itself.

Dealer neTwork

Interactive sphere – product experience offered by the innovative MINI Crossman sphere reproduced extra size. On one side of the screen a 3D navigator on the other a demo product film and/or TV campaign.

Flag – Some of the characteristic large display flags used in the MINI dealers are substituted with Venetian blinds completely black except for a very small image of the MINI Crossman. At the bottom of the flag, next to the opening cord is written MAKE IT BIG. By reacting to the call to action, the rolling Venetian blind mechanism reveals a MINI Crossman big size. At the base of the rectangle: MINI Crossman. Make it Big.

Gadget - T-Shirt given to everyone who trials the car. They are expandable T-Shirts compressed into the shape of the MINI Crossman.