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MINI Germany's ‘Shortcut Billboards’ by Serviceplan Show The Fastest Way Through Berlin

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DOOH advertising spaces are placed on busy Berlin pedestrian routes and show abbreviations for the fastest routes

MINI Germany's ‘Shortcut Billboards’ by Serviceplan Show The Fastest Way Through Berlin
The MINI Connected campaign is part of the online-driven campaign #eckenentdeckenen, which has been promoting the new MINI 3-door, MINI 5-door and the new MINI Convertible since February 2018.

In the second half of April, 18:1 posters are installed in Berlin, inviting pedestrians to take a shortcut under the motto "Faster through the city with MINI Connected". These can be seen, for example, on Gartenstraße, where a staircase over a wall makes for faster progress, on Lotte-Lenya-Bogen, where a tunnel passage under a railway line saves the detour via the far-flung underpass and also on Linienstraße in Mitte, where crossing a football pitch replaces the long way around the 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.

Ulrike v. Mirbach, Head of MINI Marketing Germany commented: "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. 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".

Numerous reactions to the shortcut poster installation were filmed by passers-by. The resulting documentary was produced by It's us (Berlin) and Neverest, and will be placed on the MINI Deutschland channels Instagram, Facebook and Youtube.

At Serviceplan Campaign X, Luitgard Hagl, Creative Director, Christina Antes, Managing Director (Consultancy), and Konstanze Kliesch, Account Director, are responsible for conception and implementation in addition to Hans-Peter Sporer.
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Client

Advertiser: BMW AG

Brand: MINI Deutschland

Marketing and Communications Manager: Yvonne Schrader

Marketing Communications Executive: Elisabeth Angele-Müller, Stephanie Höll

Production Company

Production Company: It's us GmbH

Director: Stephan Telaar

Head of Production: Hakan Cirak

CEO : Ben Föhr

Production Assistants: Omid Mirnour, Johanna Katz

Line Producer: Karina Kirschner

Creative Agency

Creative Agency: Serviceplan Campaign X Munich and Neverest

Copywriter: Kornelia Szatko

Art Director: Michael Lux

Producer: Norbert Henning (Freelance - Neverest)

Chief Creative Officer: Alexander Schill, Serviceplan (Global)

Managing Director: Ewald Pusch (Neverest)

Managing Partner: Christina Antes, Matthias Harbeck (Creative)

Senior Producer: Jochen Hirt (Neverest)

Junior Art Director: Pascal Plaumann

Creative Managing Director: Hans-Peter Sporer (Creative)

Categories: Automotive, Cars

Serviceplan Germany, Mon, 30 Apr 2018 10:37:24 GMT