Cannes Lions

MINI COOPER S

JUNG von MATT, Zurich / BMW / 2007

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Overview

Entries

Credits

Overview

Execution

On the one side the ramp, on the other the brand-new MINI Cooper S: for every driver crossing the bridge near this twin high-rise, it had to look as if the car had just achieved such as spectacular feat. Which lent an air of nitty-gritty realism to the message “Incredibly MINI. The new MINI.” And gave a powerful boost to the whole campaign.

Outcome

The “MINI Base Jump“ campaign caused quite a stir, both among the media and the people driving by the spectacular sight every day. The promotion’s aim was to invite people to go for a test drive at their nearest MINI dealership – because statistics show that 60% of those who try one, buy one.

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