Our client, MINI Munich, requested an integrated campaign for the market launch of the new MINI Clubman. The MINI Clubman heralds a new era at MINI; the market launch of the new Clubman was also the debut of MINI’s new corporate design. The entire communication of the campaign therefore had to reflect this important aspect. The campaign covered print and online activities as well as the actual launch event at MINI Munich as the highlight.

Unter dem Motto: MACH WAS DU FÜHLST gestaltete DAMEGO eine Einladung mit der, der Besucher haptisch das Motto der Veranstaltung erfahren konnte. Des weiteren personalisierten wir die Einladung miteinem individuellen Einladungscode. Nur mit diesem Code war ein Anmeldung auf der Landingapge möglich.

Access to the landing page was only possible by entering the code. A form was provided for guests to sign up to the event or update their existing signup details. The landing page also provided information and videos about the vehicle. The page was programmed in responsive design for optimum functionality on all types of device.

The highlight of the campaign was the premiere of the new MINI CLUBMAN at MINI Munich. In keeping with the slogan DO WHAT YOU FEEL, we created a media cube with four different videos. Guests thus “went with their gut” when they chose the way in which they encountered the new MINI CLUBMAN.

For the premiere, DAMEGO transformed MINI Munich into a world of experiences, featuring an array of quirky, original highlights to accompany the launch, including a shoe-shiner, a pool table and a tasting session of various culinary specialities.