With the official USA unveil of the Paceman JCW at the North American International Auto Show last week, MINI has begin marketing its new SAV 2-door in earnest. The campaign is entitled “Design with Bite” and is a cross-media push including TV, print, social media and web content. Talking about marketing tends to suck all the flavor out of it for me, but for those who are interested in the Paceman campaign breakdown, head past the jump for first look at how MINI will talk about the Paceman in the public eye.
Official news from MINI: The cross-media “Design with Bite” launch campaign for the new MINI Paceman is now underway with three online videos that provide an initial foretaste of the print, TV and web elements to follow. MINI embodies the extraordinary – representing fun and adventure like no other brand. Today marked the official start for the seventh model in the MINI model line-up: The latest TV spots can now be viewed online, before airing on television worldwide in February. The MINI Paceman is making its film debut as the world’s first Sports Activity Coupé in the premium compact segment – a new vehicle segment for MINI. The TV spots, which were filmed against the urban backdrop of New York, combine thrilling driving scenes with the MINI typical sense of humour. The videos can be viewed online at here, here, here (also embedded below), and on the MINI Brand Channel www.youtube.com/MINI and on Facebook at www.facebook.com/MINI. More elements of the campaign can be found at www.mini.com/paceman. A separate social media special will follow in late February 2013.
TV and print
The 30-second TV spot entitled “Street Attitude” presents the MINI Paceman in its urban environment. Viewers follow a young MINI Paceman driver on his night-time drive home through New York City. He comes out of a record shop and gets into his MINI Paceman – then, after a brief stop at an Asian snack bar, he takes an elegant but sporty drive through the streets and alleyways of the bustling city, passing by galleries, trendy bars and architectural highlights. The viewer only realises where the drive is heading when the garage door slowly opens to reveal the inside of the driver’s loft. Why not make the MINI Paceman part of the apartment design? There are three versions of the spot with different endings.
The accompanying ads and posters are also designed to create a desire for a night-time drive in the MINI Paceman to less conventional destinations like underground clubs and design stores. Urban images and innovative slogans round out the print campaign, which will be launched worldwide from February on.
The MINI Paceman’s social media fans can also look forward to a new campaign in late February 2013. The social media campaign “Discover your inner Paceman” will use film to familiarise users with the MINI Paceman in a fun way. In an “Urban Personal Test Drive” past familiar hotspots and hidden highlights, intuition is the main guide through an interactive online world with the MINI Paceman. Users play an active role in shaping the course of their own adventure story. The use of HTML 5 technology, which supports completely new functionality, such as video and audio, and the integration of various social media platforms and apps, enables innovative control mechanisms, which open up totally new possibilities for interaction between users – in keeping with the community idea.
The MINI Paceman now also has its own “web special” on national MINI websites: A personal 3D image or Magic Eye can be generated by clicking on one of several distinctive MINI Paceman features, such as the rear headlights, wheel-case or roof-line, and choosing an exterior colour. However, the image remains hidden in an individual pattern that only reveals the silhouette of the MINI Paceman if the viewer concentrates on the pattern long enough. These self-created 3D images can also be shared with friends via various social media channels, to make others curious about the unique design elements of the MINI Paceman. Magic Eye is now available at www.MINI.com/paceman.
The MINI Paceman
With its hallmark MINI go-kart feeling and exclusive interior ambience, the MINI Paceman remains true to the distinctive character and innovative, inimitable style of the British premium brand. With its powerful, dynamically-stretched coupé lines, two doors, large tailgate and two full-size individual rear seats, this seventh model in the MINI family complements the elegant sportiness of its proportions with a new rendering of the signature MINI interior.