MINI has a new feature for drivers. Real Time Traffic Information (RTTI) tells them the fastest route to their destination. To promote it, Serviceplan Campaign X has installed billboards that provide Berlin pedestrians with access to shortcuts through the city.
Each of the billboards has been fitted with a door, ladder and/or window and invites pedestrians to take alternative routes with the motto, Faster through the city with MINI Connected.
On Gartenstraße for example, a staircase over a wall makes for faster progress. On Lotte-Lenya-Bogen, a tunnel passage under a railway line saves the detour via the far-flung underpass. On Linienstraße in Mitte crossing a football pitch replaces the long way around the block of houses.
“The idea of the Shortcut posters is an original translation of the RTTI feature, which always has the fastest way through traffic ready, into people’s analog world,” explained Hans-Peter Sporer, managing creative director of Serviceplan Campaign X.
https://youtu.be/pYupVio9E_4
Ulrike v. Mirbach, head of MINI marketing Germany, commented, “We bring the complex connectivity topic out of the car onto the streets of the big city, where it is ultimately a matter of finding the fastest way from A to B in everyday life. The campaign makes MINI Connected tangible, demonstrates the added value of saving time simply and comprehensibly and is an integral part of our social media campaign”.
Numerous reactions to the shortcut poster installations were filmed by passers-by. The resulting documentary was produced by It’s us (Berlin) and Neverest, and is being promoted on MINI Deutschland social channels, Instagram, Facebook and Youtube.
Credits:
Agency: Serviceplan Campaign X
Creative Managing Partner: Matthias Harbeck
Managing Creative Director: Hans-Peter Sporer
Managing Partner: Christina Antes
Creative Director: Luitgard Hagl
Account Director: Konstanze Kliesch
Copywriter: Kornelia Szatko
Art Director: Michael Lux
Junior Art Director: Pascal Plaumann
Junior Account Manager: Valentyna Fomina
Neverest:
Managing Director: Ewald Pusch Senior
FFF Producer: Jochen Hirt Freelance
Producer: Norbert Henning
Film Production: It’s us GmbH
Chief Executive Officer: Ben Föhr
Director: Stephan Telaar
Head of Production: Hakan Cirak
Line Producer: Karina Kirschner
Production Assistant: Omid
Mirnour Production Assistant: Johanna Katz
