The Legend is Back!

The Legend is Back!

Competing with a legend is impossible. That is, unless you bring the legend back.

The task: 

The MINI John Cooper Works has been a legend since the sensational victory at the Rallye Monte-Carlo, legend. That is why, for the relaunch, MINI were in search of a campaign covering six CSEU markets that would not just match, but also transpose the success of this extraordinary car to the here and now.

 

The idea: 

METZLER : VATER took the legend back to the place where it celebrated its greatest triumphs: the race course. Banking on power and performance, directly at the race course, the MINI JCW Performance Academy was able to continue the success story of the JCW unbroken. The road show was accompanied by a 360°-communication concept for the MINI JCW – the “most powerful MINI, of all times.

The elaborately produced, dynamic teaser video ensured wide-coverage connectivity to the target group on Instagram, Facebook and Co. while a micro site developed specifically for the purpose allowed participants to plunge into the world of the racing legend and sign up for a test drive. Finally, event guidelines drafted by METZLER : VATER, along with a matching event kit, facilitated trademark- and model-conform realisation of the event by local traders on the markets involved.

 

The result: 

Reaching up to 75,000 fans per posting in the social net alone, the campaign exceeded all expectations. Obvious consequence: The road show was fully booked at racing speed. Apparently the concept stroke a chord with the MINI fan community and proved: The legend is back!