MINI "Over Frankfurt"
Eye-catching Guerrilla promotion activity for the product launch of the MINI Clubman at the IAA.
The task:
Research, strategy, conception of various unconventional marketing measures, location scouting, creative direction, media production, casting and supervision of Guerrilla promoters, organisation and realisation on site. Photography and documentation for PR activities, production of several online trailers.
The location: City Frankfurt
Above the roof tops:
A film with an unusual picture language is projected onto Frankfurt’s landmark, the Messeturm, 100 metres over the ground, covering 10 storeys. Four high performance projectors create a projection-surface of 920 m², projected over a distance of 280 metres. The projection was banned by the city of Frankfurt after 3 days due to pressure from competitors.
Stickers all over Frankfurt:
Self-adhesive stickers are distributed by Guerrilla promoters in the city centre of Frankfurt, the focus being on exposed places and parking cars.
