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Fifty years ago, the chinese majority was only riding a bicycle. But now it´s becoming THE global player and everybody there loves “bigger, bolder and better”.
SUV´s and limousines are the cars of choice and the MINI is actually called “the Mistress car.” So how do you teach the chinese consumer, that MINI is around since 50 years and has a legacy of races won, pop culture and lifestyle? We sent the consumer back to school. Literally. |
50 years of MINI_China 2009
50 years of Mini_Phase 1_Middle East 2009
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MINI in the Middle East had a similiar problem to China – luxury SUV´s, Rolls Royce and the BMW 7 series rule the market. With the rather annoying detail that the client had an even smaller budget compared to our chinese client.
Still, we managed to get people talking with a rather unusual approach to make it clear that MINI just got 50 and that it´s not “a girlie car.” We came straight to the point and told the consumers: “50 years of MINI. It´s not a cute anniversary.” And bashed cartoon girls to underline the message via short flashgame, on the website and in print. |
50 years of Mini_Phase 2_Dubai Motor Show 2009
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MINI celebrates it´s anniversary throughout the whole year. Especially since the anniversary editions CAMDEN + MAYFAIR got introduced in December at the Dubai Motor Show.To announce the launch of the special editions we sticked to our strategy and made it clear that these models are “Anything but cute” and communicated this via print, outdoor, POS and on the web.
Additionally we created the stand for the Dubai Motor Show as well as an outdoorstunt at the main entrance of the show itself. We used a fibreglass replica with a sensor to seperate the weaklings from potential MINI drivers. When you passed through the sensor the car started to make shrieking motor noises, pumped smoke in the air and put it´s headlight directly onto the bypassers. Because only cuties are afraid of MINI. |
BECKS PLASTILIN_Germany 2008
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Before the founder of BECKS PLASTILIN died he passed the company over to an NGO that takes care of handicapped people. The product is now solely developed by handicapped people to give them a mission in life.
So we realised that this product is “good” in every sense and figured that only something good can come out of it. That´s why we targeted the campaign to young parents and said: “Let the kids build a better world.” Of course the campaign wasnt received everywhere with the right sense of humour but in this case it was only good for the company, because of it´s controversity it was heavily discussed in papers and on the web and there´s a rumour now that BECKS is Playdoh´s biggest competitor in Europe. |
MINI_Oman 2009
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Due to the financial crisis the BMW AG in Oman made a financial offer, which was so hard-selling, that even the MINI itself was shocked by it. |
MINI_Abu Dhabi (in production)
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MINI just got 50 and of course has fans through all age-groups. Hence the VW Granny. |
BMW X6M + X5M launch_Middle East 2009
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BMW launched two cars which fit perfectly into this market: the fastest luxury SUV´s you can find. Idea-wise this ad is swimming in the “sea of sameness” of car ad´s, but we tried to deliver at least a HL with a punch. |
i-Phone apps (unproduced)
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I started to think of apps., i would like to see. 1. Man on wire – for fans of the movie and wanna-be acrobats. Balance-it-out or die! Works with the built-in camera. |
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2. BRAINJOGGER – Dr. Kawashima makes you more clever. To underline that, we send out an MMS with a not-so-bright kid. Via touch and drag you choose how smart you want the kid to be. The message is clear: The closer to the product – the smarter your kid. |
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3. Godzilla Unleashed – stomp on every building in sight. The app for fans of the game or the annoyed office worker. Again the built-in cam comes to use. |
Mini_Middle East (in production)
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“Munny Cooper” – we create a series of designer toys in the style of the famous “Munny” as a limited give-away. The plan is to have one basic figure which will be redesigned by artists and others as well as a limited offer for existing customers to create their own design. Designcompetitions will follow as well as a subsite to web presence to create awareness for it. |
NintendoDS Launch_Europe 2005
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My first big pitch win was actually produced during my internship at Jung von Matt. First my partner Sebastian and me had the claim “Play God” and then the script basically wrote itself. I still like basic idea but from todays perspective i would have loved to launch the campaign online and expand the thought much further. |
