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Category Archive for "Mini" | Auto Speed Market – Car Blog


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MINI Cooper S E Countryman ALL4

Friday, March 3, 2017All-new 2017 MINI Cooper S E Countryman ALL4 The first plug-in hybrid model of the British premium brand hits our roads in 2017 – the all-rounder for town and country now also offers the option of purely electric and therefore locally emissions-free mobility. Hallmark MINI driving fun...
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“This Day Forward” & Joachim Back marks the launch of the new MINI Convertible



“This Day Forward”: Joachim Back marks the launch of the new MINI Convertible

MINI has launched the third phase of the new MINI Convertible campaign with the release of the short film “This Day Forward”.
Protagonist Jake finds himself in such a situation, in which he has to decide whether to sell his record label in a deal worth millions or reject the offer and continue to pursue his dream in the music business. A total of three episodes, in which Jake relives the day of his decision, show how Jake gradually resolves to follow his heart. The film’s unique narrative mechanism, which reveals different facets and details of the story step by step, creates suspense and visualises the implications of Jake’s dilemma.

With this story, the short film personifies in Jake both the MINI target group’s positive and cosmopolitan attitude to life and the character of the new MINI Convertible – freethinking and open-minded, with a zest for life.

The short film entitled “This Day Forward” was shot on location in and around Miami and the Florida Keys. The Gulf Coast, with its white beaches and palm trees, and the multicultural, open-minded city of Miami correspond to the positioning of the MINI Convertible. The screenplay was written in close cooperation between MINI and the agency WCRS in London; Oscar-winner Joachim Back was directing. The Danish director’s experience with short films makes him the ideal creative partner. With his ambitious cinematic aspirations and love of detail, his work for the MINI Convertible goes far beyond the classic promotional film. His interpretation of the MINI Convertible’s character creates something quite unique.

The fact that the campaign centres on a short film, rather than classic advertising media, underlines the new MINI brand strategy, with a stronger focus on authenticity and content. With a short film, MINI is deliberately distancing itself from regular advertising media and setting a new benchmark. In this way, MINI is responding to the changing needs of its target group, for whom classic advertising is less and less relevant. Instead, the campaign relies on Jake’s relevant and authentic story to convey MINI’s core brand values of passion and a positive attitude to life in an emotional and contemporary way.

“By presenting the MINI Convertible attitude in a unique film, we are able to create a sustainable and authentic experience with an intensity that cannot be achieved in a regular ad”, explains Marc Lengning, head of MINI Brand Management.

The short film is the heart of the global MINI Convertible campaign. The campaign claim “Stay Open” symbolises the diversity of its target group and ties in with the “Always Open” campaign for the previous model. On a rational level, it highlights the possibility of driving the new MINI Convertible with the top down for even longer, thanks to new product features. On an emotional level, it reflects the free-spirited attitude of its target group, which is always cosmopolitan and open-minded.

See the new models and concept cars shown off at the 2014 Paris Motor Show

    See the new models and concept cars shown off at the 2014 Paris Motor Show

    The Paris Motor Show 2014 kicked off on 2 October, and within hours we had floods of news, pictures and information direct from the show. We were expecting countless new car debuts, and a first look at some of 2015’s hottest cars – and we weren’t disappointed, as the wraps came off everything from the Jaguar XE and Mercedes AMG GT, to the new Volvo XC90 and facelifted Honda CR-V.

    See the new models and concept cars shown off at the 2014 Paris Motor Show via the following photo gallery

    All-new MINI Cooper SD 5 door

    Wednesday, September 24, 2014The MINI model family once again presents distinctive personalities in its latest generation. The most recent example of an attractive addition to the model range of the British premium brand will be on show at the 2014 Paris Motor Show. The international motor show in the French...
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    New Mercedes GLG and other ‘mini SUVs’

    Monday, December 29, 2014New Mercedes GLG and other ‘mini SUVs’ New Mercedes GLG ‘Honey, I shrunk the kids!’ could be Mercedes’ slogan for the rumoured new GLG. Alongside the inflated Mini Countryman and the practical Skoda Yeti, another mini SUV is set to hit the market. Never mind road monsters...
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    Mini JCW gets new engine

    Wednesday, May 23, 2012 Mini JCW gets new engine Mini has reworked the 1.6-litre turbocharged engine in the JCW range. It##Q##s now considerably more efficient – without sacrificing any power Mini’s latest John Cooper Works engine is a direct development of the previous 1.6-litre turbocharged engine, and while retaining identical...
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