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  • He is back - the MINI JCW Performance Academy

    You can't live up to a legend. Unless you bring them back.

  • He is back - the MINI JCW Performance Academy

    You can't live up to a legend. Unless you bring them back.

  • He is back - the MINI JCW Performance Academy

    You can't live up to a legend. Unless you bring them back.

  • He is back - the MINI JCW Performance Academy

    You can't live up to a legend. Unless you bring them back.

He is back - the MINI JCW Performance Academy

Since the spectacular victory in the Monte Carlo Rally, the MINI John Cooper Works has been considered a legend. For their relaunch, MINI was in search of a campaign for six CSEU markets that would do justice to the success of this extraordinary model - and at the same time transfer it into the here and now.

The idea

 

METZLER VATER brought the legend back to where it celebrated its greatest successes: To the racetrack. The MINI JCW Performance Academy focused on power and performance directly on the race track, seamlessly continuing the JCW's success story. The roadshow was accompanied by a 360° communication concept for the MINI JCW - the "strongest MINI of all time".

An elaborately produced, fast-paced teaser video on Instagram, Facebook and Co. provided a long-range connection to the target group. On a purpose-built microsite, the participants were able to immerse themselves in the world of racing legends and register for the Test Drives. And the event guidelines worked out by METZLER VATER as well as the event kit designed to match made it possible for the local dealers to implement events in the participating markets that conformed to the brand and model.

 

The result

The campaign reached up to 75,000 fans per posting on Social Net alone, exceeding all expectations. The clear consequence: The roadshow was booked up very quickly. The concept hit the nerve of the MINI fan community and showed that the legend is back.

Ansprechpartner.