The campaign, created by German agency Interone, will include a combination of print, outdoor and online media but starts with a free ‘heritage book' distributed with every copy of the Chinese Men's Health, Auto Motor Sport and Fortune magazines.
"Mini is a relatively new brand in China so we really wanted to impress a feeling of its sense of fun and history," said Georg Warga, creative director at Interone. "
The 24-page book runs through the history of the car from the conception in the mind of Alexis Issigonis to its modern day incarnation using games, stickers and interactive stories.
To keep interest in the campaign up, each subsequent edition of the magazines will contain print ads including a further collection of stickers. The book will be followed by a series of outdoor adverts through the summer which aim to perpetuate Mini's cheeky, fun image.
