The New MINI Countryman

  • George Harding

In May 2020, MINI launched their new MINI Countryman model. A multi layered online campaign, we delivered over 60 social assets and a strategy plan catered to COVID 19 for over 30 markets to use. The highlight content was the 'Choose Your Own Adventure' film series on YouTube where fans could be interactive and pick what they wanted to see. Due to the COVID-19 situation at launch date, we had to structure the campaign rollout in a modular way, so that all markets will have content to share, regardless of the crisis phase they’re in. We did this by developing assets that suited certain phases of the pandemic. For example, those markets still in lockdown had assets with messaging around the idea of 'looking forward to being back on the open road'. Yet we also had assets for markets who weren't in lockdown which promoted seeking adventure at that present time. With this approach, no market was left out and the campaign was able to launch worldwide.