BMW is expanding its unique position in the automobile sector with the company’s acquisition and revitalisation of the MINI brand. The two new MINI models MINI One and MINI Cooper started off their engines in 2001, followed by the launch of the MINI Cooper S in 2002 and the MINI Cabrio in 2004.

A key component of the launch campaign is a new customer magazine for all BMW Group subsidiaries. It’s supposed to create desire for the MINI, to inform and entertain, and of course, have a suitable title. Each subsidiary should also be allocated adequate freedom for individual MINI topics.

Soon it becomes apparent: the new medium simply must have the title ‘MINImotion’, in line with the brand’s dynamic and emotional appearance. Based on this, heller & partner develop the eight-page publication. Up to two double-page spreads are allocated for each dealer for their individual use. All 19 BMW Group join the campaign and the feedback is brilliant: at all MINI presentations, customers leave with a ‘MINImotion’ under their arm.

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