Geneva: Countryman stars in MINIWOOD

MINI have proved yet again they have one of the best marketing teams of any automotive brand with their latest publicity stunt to promote their new four-door Countryman model. Bringing a little bit of Hollywood to Geneva, they have projected the word “MINIWOOD” in letters 30 metres high and over 190 metres wide onto Mont Salève over the French border. Like Hollywood itself, this stunt all looks a little bit plastic, but it makes a good story nonetheless.

Back to the car, then, you can see a clip of the Countryman’s Geneva Motor Show debut after the break. Along with a few other goodies.

Australian readers may be interested to know the Countryman is scheduled to go on sale locally in the first quarter of next year.

MINI brings Hollywood to Geneva for the world premiere of the new MINI Countryman.

03.03.2010 – Geneva. MINI brings Hollywood to Geneva. The launch of the new star of the MINI family – the MINI Countryman – at the 80th Salon International de l’Auto provides reason enough for an unconventional marketing campaign: The city built on Lake Geneva is being renamed “MINIWOOD” by way of a huge projected image, creating a rival to the Hollywood dream factory in Los Angeles. The gigantic projection of the “MINIWOOD” sign onto Mont Salève on French soil is one of the largest projections of its kind.

The projected image is 30 metres high and 192 metres wide. In the evening light it is visible for miles around to Geneva residents as well as the many visitors to the Motor Show.

This unconventional campaign involves powerful technology: High-performance projectors with 348,000 Ansi lumen illuminate an area of over 5,760 square metres with an output of more than 28,000 watt.

The projection will be complemented by a short video in typical MINI style. This “viral” will show how the projection is realised and will be widely distributed in the Internet.

Film posters entitled “MINI Countryman – GETAWAY” will publicise the guerrilla action and hence the world debut of the fourth member of the MINI family, raising public awareness and highlighting the MINI presence in Geneva. The “Making of” video will also be posted on MINI’s official YouTube channel at: www.youtube.com/MINI, and MINI Countryman’s Facebook page, www.facebook.com/MINI.Countryman.

MINIWOOD would not be complete without the celebrated “Walk of Fame”. So, as Motor Show visitors walk from the airport to the Palexpo, for example, they are guided by “MINIWOOD stars”. Walkways through busy areas of downtown Geneva have also been adorned with stars to strengthen MINI’s presence in the city centre.

MINIWOOD is brought to life through “red carpet parking”: In true Hollywood style, a MINI Countryman is parked and displayed on a red carpet on the streets of Geneva. A sign right next to the newest MINI star bears the slogan “I BECAME FAMOUS IN MINIWOOD – MINI COUNTRYMAN. GETAWAY.”

Thanks to a wide variety of communications activities in connection with the 80th International Motor Show in Geneva, the MINI Countryman is set to be the toast of the town. The MINIWOOD concept is the brand’s latest guerrilla action and confirms once again that MINI makes an unconventional statement.

“Guerrilla marketing plays an especially important part in MINI communications. That is why the launch of the new MINI Countryman will also be accompanied by characteristically unconventional and eye-catching marketing campaigns that are deliberately designed to appeal to the brand’s modern target groups,” explains Andreas-Christoph Hofmann, head of MINI Brand Communication.

MINI Countryman – a Standout for Geneva

Celebrating the world debut of the brand’s fourth model, MINI is setting one of the outstanding highlights at the 80th Geneva Motor Show 2010.

The MINI Countryman carries over the driving pleasure so typical of the brand into a new dimension. This is the first MINI with four doors and a large tailgate as well as a variable interior offering space for up to four occupants. At the same time the MINI Countryman is the brand’s first model measuring more than four metres (157”) in length and available as an option with ALL4 all-wheel drive.

Given all these qualities, the world’s one and only premium car of it’s kind exceeds the limits to urban mobility, adding new features to that feeling so characteristic of MINI and winning over additional target groups.

The MINI Countryman:
brand new options – but still a typical MINI all the way.

Once again the MINI brand is presenting its unusual potential through a completely new vehicle concept. Offering even more space than before, featuring an elevated seating position and additional ground clearance as well as ALL4 all-wheel drive, the MINI Countryman introduces brand-new opportunities to enjoy the driving pleasure so typical of the MINI brand.

In its design and driving behaviour, the new MINI Countryman is clearly recognisable at first sight as a genuine MINI. Right from the start, the car stands out through its unique look – it is powerful, robust and versatile in all its features and appearance. Various design elements and proportions typical of the brand also stand out from the very beginning, enabling the fourth model in the MINI range to bridge the gap between the classic concept of the MINI and a modern Sports Activity Vehicle.

The MINI Countryman clearly demonstrates its provenance from the very beginning through its driving qualities. Like all models within the brand, it offers the most agile handling in its segment. Highly sophisticated suspension technology and electromechanical steering both precise and efficient guarantee that characteristic go-kart feeling further enhanced to a new level through the elevated seating position and optional ALL4 all-wheel drive. Active safety of the highest calibre is guaranteed also by DSC Dynamic Stability Control naturally featured as standard.

The MINI Countryman is available from the start with a choice of three petrol and two diesel engines. Internationally, the range of petrol engines extends from the 72 kW/98 hp MINI One Countryman through the 90 kW/122 hp MINI Cooper Countryman all the way to the 135 kW/184 hp MINI Cooper S Countryman boasting the most efficient power unit worldwide in its four-cylinder 1.6-litre class. The two diesel models are the 82 kW/122 hp MINI Cooper D Countryman and the 66 kW/90 hp MINI One D Countryman.

ALL4 all-wheel drive is available in both the MINI Cooper S Countryman and the MINI Cooper D Countryman. And last but not least in this context, all models naturally comply with the EU5 emission standard in Europe and ULEV II in the USA.

One of the standard features of the MINI Countryman is the innovative Centre Rail storage and fastening system. Body paintwork and interior colours created exclusively for the new model, a large range of upholstery variants, decorative trim, high-end audio and navigation systems as well as numerous features specific to the new model offer the connoisseur and aficionado a wide range of options in configuring the MINI Countryman to his personal style in a unique manner again typical of the brand.

The all new MINI Countryman is scheduled to arrive in Australia in the first quarter of 2011. Model variants, specification and pricing will be announced closer to launch.