The ‘See What It’s Made Of’ "tech-first digital experience" has been created by Iris Worldwide and features as its centrepiece an interactive nine-screen-in-one view of the Mini. Taken from different angles, the footage shows how the John Cooper Works Hatch has been engineered and constructed, as a film plays of it lapping at high speed the circuit at Mallory Park.
Iris and Mini have produced a YouTube film showing the car racing round the track:
The interactive site was created using 25 specialist pieces of kit, including GoPro cameras, a drone camera and a ‘dog cam’ that filmed from the point-of-view of a British Bulldog nodding canine. The resulting footage was combined to form a nine-view composite in a single video.
The campaign is being supported by a media partnership with ‘Top Gear’, giving Mini fans the chance to drive the model around the show’s Dunsford Park circuit, while print, out-of-home, social, CRM and digital activity will promote the car and site.
Michelle Roberts, Mini UK’s general manager of brand communications, said: "We needed to create a powerful campaign for the most powerful Mini on the market. And this is a Mini first – no brand has created a nine-screen interactive experience, and it means that our customers can get involved and experience the car like never before, before it’s even hit the road."
Client: Michelle Roberts, general manager of brand communications, Mini UK
Brand: Mini John Cooper Works Hatch
Agency: Iris Worldwide
Creatives: Scott Andrew, Leigh Gilbert, Jason Dyson, Ramon Ricard