The demands of the diverse composition of the target audience, the 13-month campaign span and the distinct BMW and MINI brand identities necessitated a multi- faceted approach. Specialist teams from across Consumer, Sport, Corporate, Media, Sustainability, Digital and Creative were brought together to deliver a stream of in-depth and on-message narratives.
Two peaks of media activity epitomised the way in which the MINI brand was leveraged. First, the photo and broadcast moment devised for the launch of the MINI London 2012 Special Edition car, which saw long-jumper JJ Jegede leap over three of the vehicles with Tower Bridge as the backdrop. Second, The Britalian Job, a YouTube-hosted homage to The Italian Job starring today’s MINIs and a host of British Olympic heroes.
Leveraging the BMW Performance Team in a market crowded with sponsors “supporting” athletes, creative and practical thinking resulted in coverage that explained exactly how BMW were supporting their ambassadors and what this said about the BMW brand.