MINI PACEMAN

PROJECT

MINI Paceman launch campaign.

BACKGROUND

The MINI Paceman is the world's first Sport Activity Coupé in the premium compact car segment, keeping that classic MINI style based on the MINI Countryman. What sets the MINI Paceman apart from the Countryman are the low, back slanting roofline, its two large coupé doors, sports suspension as standard and the "lounge" seating concept in the rear. The engine concept on the Cooper, offers engines ranging from 112 to 184 horsepower, emphazising the sporty nature of the MINI Paceman - as well the optional ALL4 all-wheel drive.

CONCEPT

"LOOKS MEETS POWER"
MINI Paceman is a beautiful looking car, but It's also a car with great performance.

It's a design masterpiece with bite. A perfect combination of great looks and great power.

TEASER

We created a story of Mark Paceman on his journey looking for the 'perfect breed'; the perfect combination of looks meets power. We created characters as results of his experiments. They're hybrids; beautiful looking creatures with animalistic power. One by one we reveal these characters on MINI Indonesia FB cover. The search is on... Mark is at work. At the launch day of MINI Paceman, we'll reveal that Mark Paceman has finally found the 'perfect breed', The MINI Paceman!

FB COVER

10 days before the launch.

9 days before the launch.

8 days before the launch.

7 days before the launch.

6 days before the launch.

5 days before the launch.

4 days before the launch.

3 days before the launch.

2 days before the launch.

The launch day. Revelation.

GUERILLA

We dressed up a MINI Paceman to tour around town (Looking sleek with animalistic features in line with the characters we created for the teaser). The Paceman can be spotted at popular places in Jakarta during those 10 days before the launch. Day by day people can see it transforming into a cocoon. One day before the launch, the cocoon will await it's rebirth at the MINI Showroom, the venue where we will launch the MINI Paceman.

LAUNCH EVENT

At the launch event we'd invite people to come experience the birth of "THE PERFECT BREED". They'd be welcomed by our scientists to come inside the secret lab. The venue will be dark with minimal lights coming from the blue/ green neon lights. Invitees are going to be given flaslights when they register to help them walk around.

Footsteps of the mutants directing invitees to the venue. Generating people's curiosity of what's gonna happen inside.

Footsteps continues to the registration desk. There will be scientists welcoming invitees and handing out flashlights to help them walk around the dark venue.

There's gonna be tubes with the mutants they've seen during the teaser campaign.

Invitees must get 'vaccinated' (with a shot of vodka) first before they enter the basement to witness the launch of "THE PERFECT BREED".

Paceman cocoon pulsating in blue neon hues, ready to hatch!

There will be a tank where the Paceman is submerged inside (experiment in progress). Looks like the scientists are doing their thing.

Weird science won't be complete without a molecular gastronomy & cocktailogy station!

When the procession time has started, we'd put on fire alarm, sirene and smokes! There will be a robotic lady voice telling people to not panic, keep calm and slowly walks down to the basement. Then we'd let out the mutants inside the tubes. They'd be acting mysterious, walking towards the elevator, anticipating for it's most powerful brother "THE PERFECT BREED" to come out.

"THE PERFECT BREED" has completed it's stage. It cannot be contained anymore. We hear rumbling noises from inside the elevator. The spotlights shine on it, and we see hands reaching out through the latex screen we installed in front of the elevator. The mutants then ripped-off the latex screen to help make a way for the MINI Paceman to break through to meet it's brothers and eat some asphalts!

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