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The run-up to the introduction campaign on 03.07.04 saw the development of an integrated communications concept for the MINI Cabriolet launch under the banner MINI Cabriolet. Always open. The aim of the integrated campaign was to publicise the MINI Cabriolet as a further model in the MINI product range. All strategies were directed to this end, both in the trade and on the Internet (www.mini.de / Cabrio Special).
The campaign was driven by the concept of communicating the slogan MINI Cabriolet. Always open. to the entire target group, either through the trade or via the Internet. The idea for the trade became: We bring the outside in. Supported by a variety of visuals, the main client benefit of Always open was communicated simply, quickly and pithily.
Interone Worldwide GmbH