World premiere for the ‘MINI countryman’ under the cover of night directed the new MINI JAZZUNIQUE: with perfectly prepared Guerillaktionen in and around Geneva around the Frankfurt creative set impressive sign of the new “MINI countryman”. With a huge projection of the lettering “MINIWOOD” on a mountain range, MINI Hollywood cinematic feeling brought to Geneva. Frankfurt am Main, March 16, 2010 – started 80th Geneva Motor Show with a bang, which itself became the talk of the day at the fair. For the world premiere of “MINI countryman’, the Frankfurt event and design agency JAZZUNIQUE transformed the Swiss city in the metropolis of a film in collaboration with the Creative Director Daniel Tobias Etzel. High-performance projectors made performance and a luminous intensity of 348,000 ANSI lumens with 28,000 watts illuminate the lettering “MINIWOOD” in 30 meter high letters on the mountain chain of the Saleve modelled on Hollywood’s. For the first time four doors, a length of over four metres, four-wheel drive, and yet typical MINI: The star factor of the recent Child of the BMW Group is enormously high. Therefore, the JAZZUNIQUE team had also specifically sprayed the famous stars of the “walk of Fame” in the streets of the metropolis of the UN on the asphalt. “Only of dear: the MINI countryman”.
Around the airport and the nearby exhibition grounds, wild attached premiere posters announced the film “Getaway”, analog the new slogan: “MINI countryman. Getaway. “, with the”MINI countryman’ in the main role. ” Also postcards with MINIWOOD-motif and stickers with the slogan were distributed throughout “I became famous in MINIWOOD”. Even in the streets of the city bestowed the accompanying action “Red Carpet Parking” placed an exposed appearance, on a red carpet newcomer from MINIWOOD and separated with Red Velvet rope from everyday traffic, a bodyguard to guard the new star of the automotive scene. “All Geneva talks about MINI and the new ‘countryman’,” JAZZUNIQUE Managing Director Jesper Gotsch satisfied sums up the success of the guerrilla action. But that was not enough.
The creative from the Frankfurter Westhafen realized a “Viral”-video, that has found thousands of fans within a few hours on the Internet. With a wink, it tells the story of MINIWOOD and see video appears as the new name of the city from the powerful headlights of a “countryman” over the silhouette of the city. Before however, the MINI fans could use their own vehicles for similar actions, revealed the team with a “real making of” (see video) the real background of the projection. “As a world premiere in the right light was to put to us as creative agency an exciting task”, is proud and satisfied JAZZUNIQUE founder Jesper Gotsch.