MINI Campaign Features Shortcuts Through the City

Serviceplan Campaign X’s new campaign for MINI Germany has created clever shortcuts to promote the new MINI Connected Features.

Just as MINI’s in-car Real Time Traffic Information system informs drivers of new MINI’s about the fastest route to their destination, the converted 18:1 advertising spaces on Berlin pedestrian routes feature shortcuts for the fastest route through the city. 

Posters installed in Berlin invited pedestrians to take a shortcut under the motto "Faster through the city with MINI Connected". These promoted shortcuts are found on Gartenstraße, where a staircase over a wall makes for faster route. Or on Lotte-Lenya-Bogen, where a tunnel passage under a railway line saves detouring via the underpass. And also on Linienstraße in Mitte, where crossing a football pitch replaces the long way around a 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," explains Hans-Peter Sporer, managing director (Creation) of Serviceplan Campaign X.

"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,” explains Ulrike v. Mirbach, head of MINI marketing Germany. “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".