Mini launches 147 different versions of new cinema ad

Mini is launching what it claims is the biggest tailored cinema campaign ever in the UK that will see the car marque create 147 different versions of an ad tailored to the dealership nearest the cinema.

The campaign, which launches next Friday (12 September), showcases the Countryman model and aims to encourage viewers to test drive the car. The final five seconds of every ad will be tailored by location with a call-to-action that gives cinemagoers details on their nearest dealer and the opportunity to win a free pair of cinema tickets.

The ad itself offers a “passenger’s guide” to the Mini, highlighting technology including traction control and an “all-wheel drive” system. It was created by Vizeum and Digital Cinema Media through a partnership with Pearl & Dean cinemas.

Michelle Roberts, general manager of Mini brand communications, says: “Going to the movies provides a truly unique viewing experience that fits well with our brand identity. We’re delighted to have worked with our partners to deliver high quality, local content that communicates our brand values and makes people aware of the benefits of our new Countryman model.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here