Mini Countryman ‘Flow’
In 2010, MINI was creating a secret new product: a new 4-door, 4-wheel drive, and was looking for something different. The secret project was a totally new model: the Countryman. It drives like a MINI, but it has 4 doors, 4-wheel drive and 4-5 seats (MPV Category). To introduce the new MINI they wanted to break the mould of car advertising and they needed a team that understood the challenge and could make it happen.
The film was shot in downtown Milan and Lake Como, Italy to highlight the versatility of the MINI Countryman. The spot dramatically demonstrates that getting from Point A to Point B can be done any way you want; the journey is the adventure. To highlight this, “Flow” shows every passage possible, all at once. To achieve the effect, we worked with director Brian Beletic and Sway Studios in Culver City, California. The team was able to shoot real cars and mix them with computer-generated models. The end result, cars were portrayed as the real thing.
The 1k project which helped stimulate the Mini Flow film
With this, we also took on a fresh approach for Mini with print and posters. The focus here was on a “getaway” from the city to the country. These ads took MINI’s signature “look and feel” to the next level: Mini’s integral solid black backgrounds and brightly coloured rectangles were broken up with three-dimensional light-boxes to emphasise the headlines and the depth/versatility of the new car.
Essentially this all needs to come from a starting point. At the outset, Mini came to us with a strong brand heritage, and key points they wanted to wanted to convey with their new MPV styled Mini. For us, it was important to be able to make our mark by having a clear sense of direction. With this, we created a brand playbook, helping us pave the way for brand-defining work. The final light box ideas came from the rectangle idea and became a key asset in the communication hierarchy.
Strategy: Launch MPV Mini with a comparison to an onslaught launch.
Awards: Cannes Silver, D&AD Nomination, One Show Ad of the month.
Online reach: Europe online with 22m views. Organic seeding only.
Television: Across Dach, Benelux, UK & Nordics with average 7 views per viewer.
ROI: €3.1m total spend including media. Total reach 100m.