MINI launched new Countryman in Sweden in October 2010 with the concept of “Getaway”. For seven days, everybody with an iPhone was invited to hunt and catch a virtual MINI in the city of Stockholm. The iPhone app showed users the location of the virtual MINI, all other players and their own location. Those who got closer than 50 metres to the virtual MINI could “take it” with their iPhone before getting away from the opposition. The person with the virtual MINI in their iPhone when the game finished won a real MINI Countryman. The Getaway Stockholm campaign won a Gold Cyber Lion, a Silver and Bronze Promo Lions, and a Bronze Media Lion at Cannes International Festival of Creativity.
Click on the image below to play the Case Study video in YouTube (HD)
Click on the image below to play the Invitation video in YouTube (HD)
Click on the image below to play the Day One video in YouTube (HD)
Click on the image below to play the Day Two video in YouTube (HD)
Click on the image below to play the Day Six video in YouTube (HD)
Click on the image below to play the Final Day video in YouTube (HD)
The Getaway Stockholm campaign was developed at Jung von Matt, Stockholm, by creative director Johan Jäger, art director Daniel Wahlgren, copywriter Magnus Andersson, account director Jan Casserlöv, planner Leon Phang, visual director Daniel Forero, final art director Jon Palmqvist, and project manager Ida Modin.
The Getaway Stockholm app was produced at Monterosa, Stockholm. Backend was done at Suddenly. Filming and photography was by Duo Blau (Fredrik Augustinson and director of photography Victor Blomdahl). PR was managed by Domingo PR. Media was managed by Carat Media.