Munich. MINI John Cooper Works continues on its track
of success. The brand keeps thrilling more and more MINI fans all over
the world with its extreme sports orientation and race feeling. The
marketing campaign for the current John Cooper Works models also takes
the brand to top positions on the winner’s rostrum. The most recent
highlights are the outstanding results achieved at the Cannes Lions
2018, the world’s most renowned festival of the advertising industry.
The brand film titled “The Faith of a Few” won two golden and two
silver lions in the Film Craft category.
The highly emotional campaign for MINI John Cooper Works
conjures up the spirit of the brand’s rally sports activities from the
1960s. The classic Mini raced to overall victory three times at the
famous Monte Carlo Rally. The wins of 1964, 1965 and 1967 turned the
small British car into a motorsports legend – not least because they
completely surprised many experts and therefore were received with
frenetic celebrations by the crowds. The successes were above all owed
to the great commitment and dedication of John Cooper. The sports car
designer was a friend of Alec Issigonis, the creator of the classic
Mini, and convinced him of designing a competitive sports version on
the basis of the car that was originally intended as an economical
family car. The film “The Faith of a Few” takes the viewer back to the
year of the classic Mini’s first Monte Carlo victory. The authentic
scenery makes the racing action and the crowd’s enthusiasm come alive,
recalling the exciting days in January 1964 when the Mini Cooper S
crossed the finish line in first place facing off the considerably
more powerful competition and all the sceptics as well.
The brand film that impressed the Cannes Lions 2018 jury,
conveyed the clear message: “There is a legend in every MINI.” In the
closing sequence, the current MINI John Cooper Works appears side by
side with the classic MINI Cooper S, thereby transferring the glorious
past to today’s extreme driving pleasure. “The emotionally powerful
images in the film impressively highlight how the fascinating history
continues to live on in the current John Cooper Works models and
products”, says Marc Lengning, Head of MINI Brand Management. The
brand film is part of a comprehensive brand and product campaign
showing how the combination of sportiness and exclusivity, traditional
know-how and advanced technology brings racetrack feeling to the road.
“The success in Cannes crowns the outstanding performance of our
current campaign and shows that not only John Cooper Works models are
true winners, but the marketing behind them, too”, says Sebastian
Mackensen, Senior Vice President of MINI. The current brand campaign
was created together with the agency Jung von Matt Spree; the Cannes
brand film winner was produced by Anorak Film.
Apart from the four top athletes in the MINI model range, which
achieved record sales in 2017 as well as in the first five months of
2018, the John Cooper Works special equipment and accessory products
transport the brand’s legendary performance qualities. The optional
John Cooper Works packages add thrilling sports appeal to all current
MINI models. The John Cooper Works retrofit products are characterised
by motor-racing looks and performance-oriented technology. Every MINI
driver can use them to give his MINI just the kind of race feeling he
is looking for.
The image of the John Cooper Works brand is, however, not only
based on historic victories. More than 50 years after the third
triumph in Monte Carlo, John Cooper Works know-how is still leading to
victory after victory in motorsports, as proved by the brand’s latest
rally successes. Four wins in a row at the Dakar Rally have definitely
secured MINI and John Cooper Works a place in recent motorsports
history. Currently the MINI John Cooper Works Rally is dominating the
action in long-distance rally sports. After winning the Italian Baja
recently, the team extended its lead in the FIA Cross Country Rally
World Cup 2018.
Fuel consumption, CO2 emission figures and power
consumption were measured using the methods required according to
Regulation (EC) 2007/715 as amended. The information is based on a
vehicle with basic equipment in Germany; ranges take into account
differences in wheel and tyre size selected as well as optional equipment.
The information has already been calculated based on the new
WLTP test cycle and adapted to NEDC for comparison purposes.
In these vehicles, different figures than those published here
may apply for the assessment of taxes and other vehicle-related duties
which are (also) based on CO2 emissions.
For further details on official fuel consumption figures,
official specific CO2 emissions and power consumption of
new cars, please refer to the “Manual on fuel consumption,
CO2 emissions and power consumption of new cars”,
available at all sales outlets, from Deutsche Automobil Treuhand GmbH
(DAT), Hellmuth-Hirth-Str. 1, 73760 Ostfildern-Scharnhausen and at http://www.dat.de/angebote/verlagsprodukte/leitfaden-kraftstoffverbrauch.html.
Manual CO2 (PDF – 2.7 MB)
In case of queries, please contact:
Press and PR
Matthias Bode, Press Officer Product Communication
MINI
Telephone: +49-89-382-61742, Fax:
+49-89-382-28567
E-mail: matthias.bode@mini.com
Andreas Lampka, Head of Communication MINI
Telephone: +49-
89-382-23662, Fax: +49 89-382-28567
E-mail: andreas.lampka@mini.com
Markus Sagemann, Head of Communication MINI, BMW
Motorrad
Tel.: +49 89-382- 68796, Fax: +49
89-382-28567
E-mail: markus.sagemann@bmw.de
The BMW Group
With its four brands BMW, MINI,
Rolls-Royce and BMW Motorrad, the BMW Group is the world’s leading
premium manufacturer of automobiles and motorcycles and also provides
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In 2017, the BMW Group sold over 2,463,500 passenger vehicles
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workforce of 129,932 employees.
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