Interone China, which has been working on this account since 2005, was tasked with developing and producing the entire communication platform, including print, digital, outdoor and dealer communication. Hylink is the digital media agency together with media agency Carat.
In its global ad communications, the Mini Countryman is positioned as the car for people to get away to the countryside over weekends.
Carsten Greiner, MD at
Interone China, explained that there is a big difference for people in China who do not go away for the weekend to the countryside. "In China the situation and lifestyle is different, we need to twist the direction for the market and instead focus on the spirit of the car."
The resulting series of the print ads carry taglines like 'Some people only take holiday, others know how to unwind', ‘Buy fresh produce at a farm instead of at a market’, ‘Get rid of air fresh freshener, go off to anywhere with fresh air’ and ‘Check into a hotel not because of the star rating but the starry view in the sky'.
According to Greiner, this campaign follows a number of highly successful campaigns for the Mini Academy, Mini Clubman and Mini Reloded.
The print campaign is currently to be seen in all leading lifestyle and automotive print titles in China.
Credits:
Client Mini China
Agency Interone China
Digital media agency Hylink
Media agency Carat
Exposure print, digital and outdoor
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