MINI Paceman Campaign Brochure

BITE TIME.

task. launch the paceman.

THE SEXY COUPÉ.WITH A MISCHIEVOUS STREAK.The Paceman is the latest addition to the family of this iconic, much-loved brand. As the sporty, stylish SUV coupé, the new kid on the block comes loaded with premium design credentials and that often-copied, never-equalled MINI attitude. From the sloping, floating roof and the unique 2+2 lounge interior, plus the fact that it’s the first MINI with its name across the tailgate, the Paceman is as thrilling on the eye as it is on the road.

We needed to create genuine distinction from the other models in the MINI range – and from other cars in a busy market. Here’s what we did.

Problem.GETTING 25-40 YEAR OLD DESIGN-SMART MEN ABOUT TOWN INSIDE THE PACEMAN.

WHO’S LOOKING?STYLE MEETS SUBSTANCE. Our audience are urban trendsetters, early adopters, ahead of the curve. They’ve got money, they’re confident, they know what they want. And they’re looking for a car that’s as stylish and distinctive as they are. These are the most ruthlessly discerning and demanding consumers on the planet.

SOLUTION.DESIGN WITH BITE.

THE CREATURE OF THE NIGHT WAS BORN.

FIRST, WE TEASED. To build intrigue around the Paceman we created a series of disruptive media placements in inner city hotspots. Landing the distinctive silhouette that’s unique to the Paceman, we let people know something mysterious was on its way. The creature of the night was born.

Then we unleashed.

LET’S TAKE THIS OUTSIDE. To beef up the Paceman’s style and attitude – and to reinforce its mischievous personality – we put it in a slick nighttime setting across our Out of Home and moving image digital executions. Design With Bite started coming to life.

Then we took it inside for a mini first.

A SHAZAM- ENABLED PRIMETIME TVC. To drive leads, we got our tech-savvy audience up close and personal to the Paceman using their smartphones and tablets. Collaborating with Shazam, we put the Paceman in their homes and their hands during the Champions League and FA Cup Semi-Finals so they could explore the new MINI, without leaving their sofas.

TRIGGERING AN INTERACTIVE HTML5 MOBILE WEB EXPERIENCE.The nighttime setting continued in the immersive second screen mobile experience, putting our audience in the driving seat, so they could tap and swipe their way around all aspects of the Paceman.

USING THE MOBILE’S GYROSCOPE TECHNOLOGY WE TOOK THEM FOR A 360° SPIN.INSIDE.

FOR REAL.To help drive leads and conversions, we added the option to download a brochure or book a test drive.

OR IN TOKYO. Even better, our audience could win five sleepless nights tearing up Tokyo in their very own Paceman.

OUTSIDE. We used three different models to show off the Paceman range. Our audience could explore each one with 360° interaction, using hotspots to bring out the design and functional features.

On easy street Up high Down low and dirty Monster MINI in action

CHASE THE PACEMAN. The highlight of the second screen experience was Chase the Paceman. Our audience tapped and jumped their way across the nighttime city streets in our high-speed challenge, overcoming obstacles like laser-shooting owls and giant rats. Collecting Pace Points and power ups, users could leap the Thames in their Paceman or turn into a Monster MINI.

AND CHASE IT DOWN IN AN INTERACTIVE ADVENTURE.

THEY BOASTED THEIR SCORES AND UNLOCKED LIMITED EDITION PRINTS PICKED UP IN THE GAME.Once they’d finished Chase the Paceman, our audience were prompted to share their Pace Rate to their social networks, driving traffic back to the mobile experience. The unconventional route was rewarded with a specially commissioned Paceman print, available for download.

CHASETHEPACEMAN.COM

ALL ROADS LED TO PACEMAN.Through a series of unique, bespoke media placements across targeted cultural platforms we directed our audience to our mobile web experience and MINI.co.uk. from NFC Out of Home, mobile banners and disruptive iPad takeovers. Our switched-on audience switched on to Paceman.

TOUCH PLAY WIN

b 400,000 Interactions

b 1 ,000

Shazam tags

THE NUMBER OF conversions Using the mobile-driven campaign

b 80,000

engagements with the mobile web experience

MANY WERE BITTEN.PERFORMANCE.PARTICIPATION.

b 27 MILLION people SAW THE CAMPAIGN X3

b 2,doubledMobile media

the engagement of traditional desktop

Paceman leads nationally

CHASETHEPACEMAN.COM ON YOUR MOBILE OR TABLET.CHASETHEPACEMAN.COM ON YOUR MOBILE OR TABLET.