The Shortcut Billboards
BMW AG
Issue 48 | September 2018
Agency
Serviceplan Campaign X
Creative Team
Chief Creative Officer Alexander Schill Creative Director Luitgard Hagl Copywriter Kornelia Szatko Senior Art Director Michael Lux Junior Art Director Pascal Plaumann
Production Team
Neverest Group MD Ewald Pusch It's Us CEO Ben Fo¨hr
Other Credits
Creative Managing Partner Matthias Harbeck Creative Managing Director Hans-Peter Sporer Managing Partner Christina Antes Account Director Konstanze Kliesch
Date
April 2018
Background
MINI Connected brought next-level connectivity to the car with a range of intelligent services and apps designed to make driving easier and more enjoyable.
When you wanted to fill up with fuel, the car not only found all the petrol stations nearby but gave you price comparisons.
The car’s RTTI technology (Real-Time Traffic Indicator) delivered instantaneous traffic alerts and warnings. Rush Hour. Congestion. Diversions. The urban jungle was stacked with obstacles but MINI could help drivers negotiate these with Real-Time Traffic Information.
Idea
To demonstrate to Berliners how MINI saved time by finding the fastest routes, a series of Shortcut posters were created. Fitted with doors, ladders and stairs these special billboards provided pedestrians with ways they could shorten their journeys by up to 12 minutes.
On Lotte-Lenya-Bogen, a tunnel under the railway saved a long detour while a staircase over a wall in Gartenstrasse also saved time. The message was clear. Everyone could find the quickest way through the city with MINI.
Results
Hundreds of pedestrians filmed the new posters and shared their delight in social media. A documentary made up of these videos was uploaded to YouTube and to MINI’s website in Germany. A total of 12.7 million media impressions was achieved in a week.
Our Thoughts
MINI’s brand personality is cheeky and fun. And this idea is bang on brand. And in a city like Berlin, which is hip and youthful, inclusive advertising like this would have gone down well with people who usually say they hate advertising.
What I like so much about outdoor now is how experiential it can be, with contractors being a lot more helpful and open to suggestion than they were a decade ago.