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.”