Serviceplan
Out-of-Home & Ambient
The Shortcut Billboards
In order to avoid traffic jams, MINI Connected offers a navigation service with real-time traffic information which helps customers to find an alternative route. For the market launch of the new vehicle models, a Berlin-wide out-of-home campaign was linked to a positive customer experience: posters were used on special billboards to lead the way to short cuts for pedestrians. In a creative combination with doors, ladders and stairs, these new short cuts were temporary opened for pedestrians to save time. A video documentary attracted much attention on social media platforms and contributed to the brand-building process.
Credits
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Client:BMW AG, MINI, Munich, Germany
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Design:SERVICEPLAN GERMANY, Munich, Germany
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Chief Creative Officer:Alexander Schill
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Creative Managing Partner:Matthias Harbeck
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Managing Partner:Christina Antes
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Managing Creative Director:Hans-Peter Sporer
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Creative Direction:Luitgard Hagl
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Art Direction:Michael Lux
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Copywriting:Kornelia Szatko
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Film Production:Ben Föhr (CEO), Stephan Telaar (Film Direction), IT’S US Media GmbH, Berlin, Germany
