Cannes Lions

MINI CLUBMAN

SERVICEPLAN, Munchen / BMW / 2008

Presentation Image
Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

In order to show that the MINI CLUBMAN has two doors and there is something worth seeing behind them, we employ a familiar gesture - that of the exhibitionist. We had prints made on black coats for this: on the closed coat, you see back of the MINI with the two doors; on the inside of the open coat, you see the vast luggage space. When you open the coat with both hands, you see a huge space - just like in the MINI CLUBMAN. The effect is enhanced by acting like an exhibitionist.

Outcome

Potential customers who had experienced the exhibitionist or heard about him also wanted to know what’s what with the MINI CLUBMAN. The result was that MINI dealers were pleased about the lively interest in the MINI CLUBMAN and test drives.

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