Global launch of The Countryman

Product Launch

Challenge

Create a cut-through global launch for the new 4x4 MINI Countryman, during a launch period of two other major models.

Insight

The Countryman gives the freedom to go beyond the city and enjoy the MINI driving experience anywhere.

Concepting Mentality

Wild at Heart.

Execution

The Countryman Get Away campaign exceeded all global launch expectations.

Results

Successfully introduced the new MINI to a cynical audience who embraced the Countryman as a real MINI. Sales targets were exceeded, waiting lists followed and the campaign became BSUR's most awarded.

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Case study overview