Channel 4 collaboration

Sponsorship and Partnership Marketing

MINI is often seen as a one-model brand and one with a young, female personality. Armed with a new, more sophisticated look and feel, and an increasingly diverse product range, it was time for a fresh, disruptive approach to tell the product story.

The MINI Clubman/Countryman are not just vehicles that get you from A to B. They are your partners in passion, where the journey is just as moving as the destination.

Through a Partnership with Channel 4, we created passionate & adventurous stories for TV, placed in contextually relevant programmes. Each ad saw Channel 4 talent in the driving seat, someone whose unexpected passion epitomises the positioning of each car.

Client

MINI is often seen as a one-model brand and one with a young, female personality. Armed with a new, more sophisticated look and feel, and an increasingly diverse product range, it was time for a fresh, disruptive approach to tell the product story.

The MINI Clubman/Countryman are not just vehicles that get you from A to B. They are your partners in passion, where the journey is just as moving as the destination.

Through a Partnership with Channel 4, we created passionate & adventurous stories for TV, placed in contextually relevant programmes. Each ad saw Channel 4 talent in the driving seat, someone whose unexpected passion epitomises the positioning of each car.

47%

47%

Higher volume of traffic to MINI Clubman page within 1 week

5K +

5K +

Visits to Countryman product model on day of launch

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