Titulo | MINI Cold Feet Idents - More Space |
Agência | WCRS |
Campanha | MINI Cold Feet Idents - BMW |
Anunciante | BMW |
Marca | MINI Cooper |
Posted | Julho 2002 |
Sector Empresarial | Automóveis |
Legenda | It's a MINI adventure |
História | The idents are, in short, MINI dramas. They feature a series of seemingly dramatic moments that are diffused within the space of a few seconds. In one of the idents we see a woman rushes up to her husband, who is returning from work in his MINI. She confronts him with a pair of scanty knickers demanding to know whose they are, only to realise that they are indeed hers. |
Filosofia | The MINI launch campaign is all about condensed adventures, it translates brilliantly into the compressed time format of the idents. |
Problema | The actual launch date for MINI was June 2001 with marketing activity planned to peak in early Autumn. ITV's perfomance was abysmal over summer 2001 & the MINI brand ads, having launched in July, were off air for a period as a response to September 11th. Sponsorship of Cold Feet was therefore a tool to bolster the communications plan. Cold Feet is all about the ups and downs, trials and tribulations of a group of friends all with their own distinctive personality traits and MINI is the only car with a huge personality.The fit was spot on but we needed to make the executions interesting and relevant because repeat viewed idents can get very boring. |
Tipo de Mídia | Televisão |
Comprimento | |
Mercado | Reino Unido |
Director criativo | Leon Jaume |
Director de arte | Jane Briers |
Redator | Dave Cornmell |
Director de contas | Giles Davis |
Produtor da agência | Sally Lipsius |