The all-rounder Mini Countryman is available in two versions, either with a classic combustion engine or with plug-in hybrid drive. To promote sales of the two models, Serviceplan Suisse has implemented a broad-based campaign and staged the Mini Countryman as a classic and electric adventurer.
The heart of the campaign is a video in which the Mini Countryman plug-in hybrid is electrified more and more by a special glow effect while driving at full speed.
The campaign is mainly played out on digital advertising media such as YouTube, social media, Teads, WeTransfer and various pre- and mid-rolls. For the trade, advertisements, POS measures and digital advertising media were also developed.
Responsible for Mini: Timo Di Pardo (Director Mini); Adrian Kwasnitza (Team Leader Mini Marketing); Sandra Korn (Specialist Communication Mini); Fabian Schlatter (Specialist Communication Mini). Responsible at Serviceplan Suisse: Raul Serrat (ECD); Michael Kathe, Nicolas Vontobel (Creative Direction); Tizian Lienhard (Art Direction); Jan Krohn, Peter Liptak (Text); Selma Caglayan (Consulting); Thomas Lüber, Laila Kalman (Social Media Content); Nathalie Jakober (Agency Producing); Pam Hügli (Overall Responsibility). Post Production: Postoffice Amsterdam.