MINI's Guide to Passenger Etiquette Hits Cinemas Through Vizeum

MINI is to promote the latest model in its Countryman range with a national cinema campaign that will see different ads served to more than 140 locations.

MINI @ The Movies is an initiative implemented by media agency Vizeum, who partnered with Digital Cinema Media (DCM) to deliver personalised ads throughout their entire estate, which covers four-fifths of the cinema marketplace. Pearl & Dean sites then assisted in ensuring every MINI dealership was covered in the campaign.

In doing this, MINI will ensure that the final five seconds of each will be tailored to the nearest local dealership. A call-to-action will provide details of how cinemagoers can test drive the Countryman – a versatile soft-roader with room for five – and win a pair of free cinema tickets. It represents the largest national campaign to deliver local content to cinemas ever.

The Passenger’s Guide to Britishness showcases the ALL4 technology in MINI’s new Countryman model, which includes enhanced traction, driving stability and an optional all-wheel drive system.

Michelle Roberts, General Manager - MINI Brand Communications said: “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.”

Farhann Cachra, Account Director, Vizeum said: “This campaign has only been made possible by the increased flexibility that digital technology provides. Delivering different ads to nearly 150 cinemas through a single media buy would have been unthinkable less than five years ago. However, not only have we been able to deliver immersive, tailored content at scale but also maintain the quality of the content at a standard befitting the location. ”

Joe Evea, Commercial Director, Digital Cinema Media said: “DCM had the perfect opportunity to showcase our new mapping technology to reflect MINI’s brand warmth. This is a true brand partnership where cinemagoers nationally will enjoy the creative on- screen, followed up with a regional endframe directing consumers to their local MINI dealer to book a test drive. This is an exciting proposition for DCM and we are sure that this will set the benchmark for future campaigns."