MINI Hollywood in Geneva

Marking the launch of the fourth model in the brand’s lineup, the Countryman, MINI debuted an unconventional marketing campaign at this year’s Geneva Auto Show. The city built on Lake Geneva is being renamed “MINIWOOD” thanks to a huge projected image, which is 30 metres high and 192 metres wide.

“Guerrilla marketing plays an especially important part in MINI communications. That is why the launch of the new MINI Countryman will also be accompanied by characteristically unconventional and eye-catching marketing campaigns that are deliberately designed to appeal to the brand’s modern target groups,” Andreas-Christoph Hofmann, head of MINI Brand Communication, said in a release.

In the evening light it is visible for miles around to Geneva residents as well as the many visitors to the auto show. The technology used in the campaign includes high-performance projectors with 348,000 Ansi lumen that illuminate an area of over 5,760 square metres with an output of more than 28,000 watt. A viral video showing how the projection is realized will be distributed onto the Internet.

In order to raise public awareness on the new model, film posters entitled “MINI Countryman – GETAWAY” will also be featured in Geneva, The “Making of” video will also be posted on MINI’s official YouTube channel, and MINI Countryman’s Facebook page.

Of course, visitors to the auto show will also get the chance to walk on MINI’s ‘Walk of Fame,’ guided by “MINIWOOD stars”. Also, in true Hollywood style, a MINI Countryman is parked and displayed on a red carpet on the streets of Geneva. A sign right next to the newest MINI star bears the slogan “I BECAME FAMOUS IN MINIWOOD – MINI COUNTRYMAN. GETAWAY.”