MINI Roller Coaster

For the adrenaline junkies among us the mere thought of a roller coaster induces a feeling of excitement and delight. With a new video advert that is expected to go viral, MINI Canada are hoping to get your heart racing. Production company Asymetric, transformed three MINI cooper 5 models into MINI Roller Coasters, by removing the rear seats and roof, then adding custom built roller coaster frames as well as carts, speakers and wind blowers, to create the optimum visual experience.

The cars were driven around the streets of Toronto where actors screamed as if travelling at gut turning speeds, when in reality they were cruising slowly along the urban streets of Toronto.

 

This video is MINI’s newest execution as part of the brands ‘Not Normal’ platform that started back in May. The campaign accentuates MINI’s uniqueness in comparison with other motor brands opting to highlight excitement over comfort and style or reliability. Not that MINI compromises any of those factors; it just heroes USP's that are not traditionally a focus for motoring brands. MINI is known not only for the classically British cars that they produce but the effortlessly cool brand identity that they have created.   This campaign manages to bring to life their brand and derive attention and emotion from both loyal and new customers.

 

Their video content captures the disruptive and effective nature of the campaign –stopping passers-byin their tracks, encouraging them to capture their own #MININOTNORMAL moment and share it with their social networks, subsequently increasing the reach of the campaign in an organic, credible manor.

 

Dave Douglas Partner/ECD at Anomaly was right when he said 'The stunt was truly unconventional and not the normal way to communicate the brand core of excitement'

 

We certainly get a taste of what it’s like to be Not Normal from this campaign and in the words of MINI who wants to be average anyway?

 

 

Read more about the '#MININOTNORMAL' campaign here