MINI launched new Countryman in Sweden in October 2010 with the concept of “Getaway”.
For seven days, everybody with an iPhone was invited to hunt and catch a virtual MINI in the city of Stockholm. The iPhone app showed users the location of the virtual MINI, all other players and their own location. Those who got closer than 50 metres to the virtual MINI could “take it” with their iPhone before getting away from the opposition. The person with the virtual MINI in their iPhone when the game finished won a real MINI Countryman.
The Getaway Stockholm campaign won a Gold Cyber Lion, a Silver and Bronze Promo Lions, and a Bronze Media Lion at Cannes International Festival of Creativity.
Advertiser/Client: Mini Cooper
DM/Advertising Agency: Jung von Matt, Stockholm, Sweden
Creative Director: Johan Jäger
Art Director: Daniel Wahlgren
Copywriter: Magnus Andersson
Design: Daniel Forero
Account Manager: Jan Casserlöv
Planner: Leon Phang
Production Company: Duoblau, Monterosa, Suddenly
Adrian Botan - Mobilio Presentation