2012 MINI Roadster campaign kicks off

Article by Christian Andrei, on November 8, 2011

MINI follows the success of the MINI Coupé’s market launch by introducing the new MINI Roadster. This vehicle is the first open-top two-seater in the MINI lineup to be built with features that prepare it for any experience. Wherever fans drive the MINI Roadster, they’re bound to have an enjoyable time.

The online film "Saturday in Istanbul" is part of the present cross-media campaign. How the model was unveiled can be seen in the video below and on the MINI Brand’s channel at youtube.com/MINI.

MINI has prepared ads on TV, print and the social web that will start to be seen in January 2012. In the TV ad for "Another Day. Another Adventure," the new MINI Roadster is brought to the metropolis of Istanbul. MINI had previously highlighted Rio de Janeiro, Iceland and Hong Kong but it now wants consumers to focus on the Bosporus.

MINI’s campaign named “Saturday in Istanbul” has a TV spot that was made by American director Peter Berg, who is known for having filmed Hancock" and "Very Bad Things.” It’s expected that Berg’s introduction of the new MINI Roadster from January 2012 would be stunning as well as enjoyable.

Turkish musician Orhan Gencebay ("Hayat Kavgasi") had prepared the music. The print advertisements and posters in this campaign show off a thirst for adventure with the MINI Roadster.

This print campaign shows the Roadster either alone or with the MINI Coupé. It also features funny and innovative slogans. What Social Media MINI fans especially like is the "All the Wrong Places" social media campaign, which MINI made in cooperation with VICE. This goes with the campaign that states "Another Day. Another Adventure…our Adventure Man.”

The MINI Roadster is unlike many others in the small car market as it also happens to be the only convertible two-seater MINI has ever produced. Providing a faultless reenvisioning of MINI's particular MO and in the seat of a roadster has done wonders for the MINI's natural charisma.

It has a charm which cannot be hidden even if the roof is closed, the new MINI Roadster has a distinct style all its own and yet it manages to show off MINI's classic 3 box design which is broken down into the engine compartment, passenger compartment and the boot.

The MINI Roadster comes in 3 different lengths – 3.734m for the Roadster, 3.728m for the MINI Cooper Roadster and 3.758 for the MINI John Cooper Works Roadster. The wheelbase and width remain the same at 2.467m and 1.683m accordingly. Although the size of the Roadster is more or less the same as the MINI Convertible, the height does differ with the Roadster 20mm less at 1.39m, the MINI Cooper Roadster stands at 1.384 m and the MINI John Cooper Works Roadster at 1.391m.

Although all 3 editions are smaller than the Convertible, the Roadster does not look squat or cramped. It possesses the unmistakable MINI style but one which it alone has. Roadster's individual and unmistakable style follows in the MINI tradition.

As previously mentioned, MINI's design queues have not been forgotten when it came to forging a new concept car. The key aspects most loved about MINI such as the curves, the striking lines and stability remain the same.

One of the changes is a sloping new windscreen so it is even more streamlined. The lid for the boot is flat and there is now a passenger compartment between the two seats. Finally a lot of work has been done by the design team on the stainless steel roll-over bars which are now padded at the front and have the option for a mounted positional wind break.

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