Cookie Consent by Free Privacy Policy website MINI John Cooper Works: Successful in motorsports, on the road and at the Cannes Lions 2018.
july 12, 2018 - Mini

MINI John Cooper Works: Successful in motorsports, on the road and at the Cannes Lions 2018.

Current marketing campaign conjures up the spirit of historic Monte Carlo Rally victories – brand film wins both gold and silver twice at the most important advertising festival in the world.

Munich. #mini #johncooper Works continues on its track of success. The brand keeps thrilling more and more #mini fans all over the world with its extreme sports orientation and race feeling. The marketing campaign for the current #johncooper Works models also takes the brand to top positions on the winner’s rostrum. The most recent highlights are the outstanding results achieved at the #canneslions 2018, the world’s most renowned festival of the advertising industry. The brand film titled “The Faith of a Few” won two golden and two silver lions in the Film Craft category.

The highly emotional campaign for #mini #johncooper Works conjures up the spirit of the brand’s rally sports activities from the 1960s. The classic #mini raced to overall victory three times at the famous Monte Carlo Rally. The wins of 1964, 1965 and 1967 turned the small British car into a motorsports legend – not least because they completely surprised many experts and therefore were received with frenetic celebrations by the crowds. The successes were above all owed to the great commitment and dedication of #johncooper. The sports car designer was a friend of Alec Issigonis, the creator of the classic #mini, and convinced him of designing a competitive sports version on the basis of the car that was originally intended as an economical family car. The film “The Faith of a Few” takes the viewer back to the year of the classic Mini’s first Monte Carlo victory. The authentic scenery makes the racing action and the crowd’s enthusiasm come alive, recalling the exciting days in January 1964 when the #mini Cooper S crossed the finish line in first place facing off the considerably more powerful competition and all the sceptics as well.

The brand film that impressed the #canneslions 2018 jury, conveyed the clear message: “There is a legend in every #mini.” In the closing sequence, the current #mini #johncooper Works appears side by side with the classic #mini Cooper S, thereby transferring the glorious past to today’s extreme driving pleasure. “The emotionally powerful images in the film impressively highlight how the fascinating history continues to live on in the current #johncooper Works models and products”, says Marc Lengning, Head of #mini Brand Management. The brand film is part of a comprehensive brand and product campaign showing how the combination of sportiness and exclusivity, traditional know-how and advanced technology brings racetrack feeling to the road. “The success in #cannes crowns the outstanding performance of our current campaign and shows that not only #johncooper Works models are true winners, but the marketing behind them, too”, says Sebastian Mackensen, Senior Vice President of #mini. The current brand campaign was created together with the agency Jung von Matt Spree; the #cannes brand film winner was produced by Anorak Film.

Apart from the four top athletes in the #mini model range, which achieved record sales in 2017 as well as in the first five months of 2018, the #johncooper Works special equipment and accessory products transport the brand’s legendary performance qualities. The optional #johncooper Works packages add thrilling sports appeal to all current #mini models. The #johncooper Works retrofit products are characterised by motor-racing looks and performance-oriented technology. Every #mini driver can use them to give his #mini just the kind of race feeling he is looking for.

The image of the #johncooper Works brand is, however, not only based on historic victories. More than 50 years after the third triumph in Monte Carlo, #johncooper Works know-how is still leading to victory after victory in motorsports, as proved by the brand’s latest rally successes. Four wins in a row at the Dakar Rally have definitely secured #mini and #johncooper Works a place in recent motorsports history. Currently the #mini #johncooper Works Rally is dominating the action in long-distance rally sports. After winning the Italian Baja recently, the team extended its lead in the FIA Cross Country Rally World Cup 2018.