WCRS uses adventure theme for Mini

WCRS has taken an integrated approach for the launch of the Mini Cooper S model, using a combination of press, poster and online ads introducing a new tagline: "It's a Mini epic."

The campaign, launching on 8 June, shows a Cooper S driving through a mountain landscape, past dinosaurs and aliens, on a journey to the local corner shop. The press ads will appear in gatefolds, which will attempt to recreate the creative in the style of a technicolour film epic.

Posters will show a tiny country river being parted as the car drives through, and have been booked on megasites and special buildings in upmarket urban areas across the UK. An online game spoofs typical computer games by showing the Cooper S - which has wider wheels and a special scooped bonnet - negotiating various obstacles to get to the chip shop.

The "epic theme of the creative work is extended from the "adventure" tag of last year's launch. "The poster sites and gatefold work will convey this to the target market - affluent urbanites, the WCRS communication planner, David Moynihan, said, adding that it would appear more than eight million times in a variety of publications.

The online activity was also developed to build on the popularity of last year's online relaunch of the Mini Cooper brand.

"It's exactly the type of brand that works well online - an environment where our target audience feel at home, Moynihan said.

Mini's marketing director, Emma Lowndes, said: "This really is an epic car to drive and the ads convey this in our usual tongue-in-cheek way."

Media for the campaign is bought by BBJ and planned by WCRS. The press work was written by Pav Themistocleous and art directed by James Grubb.

Poster work was written by Andy Brittain and art directed by Yu Kung, with online work written by Anson Harris and art directed by Paul Banham.

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