ABOUT

Requirement.
1. UK launch of the new MINI Countryman
A. Branding
B. Launch event
C. Secret gig for media
D. Festival activation
E. Roadshow
Insight.
Target audience: 25-35 year old’s who wouldn’t consider a MINI as the current models are to limiting and to small.
USP’s: Four wheel drive / Four door / Three back seats / Extra boot space - It’s bigger!
Position the MINI Countryman as the new MINI offering practicality, without compromising on it’s fun, cheeky
side whilst on route to maturity.
Response.
A more mature look and feel branding, that differentiated the MINI Countryman from previous MINI models.
A keyline takes you on a MINI Countryman journey through the cars natural landscapes, while graphical light boxes unpack key benefits of the new MINI Countryman.
A launch event was held at the T-Building, Plant Oxford.
MINI’s Head of Design, and designer of the Countryman,
Gert Hildebrand attended as well as key MINI club
representatives, MINI