MINI – Size



A MINI still has the public image of being a small car. MINI wanted to correct this misconception with the help of a guerrilla campaign that focused playfully on exactly that key asset of a MINI – its size. The goal of the campaign was to make the target audience realize that a MINI offers much more space than is commonly assumed. To “prove” this, the size of a MINI car was used in a witty and slightly exaggerated way: at several locations in a number of Swiss cities life-size front views of a MINI car were installed, complete with an open driver’s door. The locations chosen were entrances and exits of underpasses and escalators (leading, for example, to train stations) in areas frequented by many passers-by. Those passers-by who stood directly in front of this very life-like MINI duplicate got the impression that a host of people were getting in and out of that presumably so small car. This eye catcher with trompe-l’oeil effect was an effective way of getting people’s attention. In addition, the typical MINI humor of this tongue-in cheek approach confirmed MINI’s status as a “cult” brand. Good for a golden lion for Best use of Ambient Media.


Advertising Agency: Jung von Matt, Zurich

Creative Directors: Alexander Jaggy/Michael Rottmann
Art Director: Hendrik Schweder
Art Director: David Hanselmann
Copywriters: Lars Haensell/Ole Kleinhans



Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s