Sections: Official News Apr 6th, 2006 
(Original press release translated from German into English by Berthil van Beek)
The MINI Story: Kickoff for a huge campaign.
With THE MINI STORY the BMW Group starts a campaign about the MINI Heritage beginning of April 2006. To comprehensively communicate the fascination and radiance of the MINI history, all press stories about the MINI history will be released with the official slogan “THE MINI STORY”. Today on the show, Techno Classica in Essen, Germany the BMW Group Mobile Tradition will introduce this concept for the first time, history and tales about the British cult car presented in a interesting way.
Following along with the theme MINI Heritage, several cars will be shown on the Group Stand in Essen, like the Morris Mini-Traveller and the Austin Mini Wildgoose, a special motor home on a Mini-base. Both cars were built in 1965. The brand new MINI Concept Geneva will also be there, to show that MINI not only has a grand history, but also an inspiring future. As always, Minis from the Mini-Club scene in hall 12 also worth a visit.
A complete concept
THE MINI STORY consists of a series of actions: the construction of a
central MINI Archive in the British Oxford, the increase of a comprehensive
car collection with all relevant models, support for the international club
scene, a broad communication of the MINI Heritage in print, film, online and
international events within and outside the automotive industry. Already
today the BMW Group Mobile Tradition has started with the foundations: there
are already numerous documents and exciting cars of the classic Mini in the
collection. The activities will be brought together and expanded under THE
MINI STORY. Holger Lapp, leader of the BMW Group Mobile Tradition, explains:
“the BMW Group Mobile Tradition is responsible for all the BMW Group brands.
With THE MINI STORY starts a campaign that present itself in the same way
as MINI is: different and certainly special. In this way this historic
campaign will also emphasizes the self-willed nature of the brand. With the
THE MINI STORY the fascinating MINI history continues every day!”
History in a different way
THE MINI STORY not only delivers background information for selected
specialists, but also shows the special MINI way of live. It directs itself
to all the fans of the MINI brand. Because MINI traditionally stands for
“Being-Something-Different”, all forms of communication of the MINI History
will be different. The presentation of the term “Heritage” will be redefined
by MINI: the history itself will become part a story to be discovered.
The plot
The emphasis of the campaign lies on the coming together of fictional and
true stories, of present time and the past. In a documentary style the MINI
heritage will represented by two protagonists and their MINI vehicles. The
two will travel through the decades of the MINI history and will become part
of THE MINI STORY themselves, they will get to know it better as they go on.
On their quest both will have adventures, which will more and more reveal
the MINI heritage puzzle. Planned are publications in diary style in film,
magazine of internet specials. The first publication will mainly describe
Sir Alec Issigonis. Alec Issigonis, creator of the Mini, is known to be one
of the most important car designers of a new era, as the genius and creator
of the most famous small car. His philosophy is based on the conviction that
a small car with sufficient comfort and optimum use of space is should be
available for everybody. His worldwide recognition took place at 22nd July
1969 when he was knighted by the queen of England. 2006 was the hundred’s
birthday of Issigonis.
In the year 2006 three printed publications and a pilot movie are planned, accompanied by internet specials and support of events about the history of the BMW Group and current events around the brand MINI, and also special MINI club events.
BMW Group Mobile Tradition is the central contact.
Several events with the slogan THE MINI STORY will be coordinated by the BMW
Group Mobile Tradition in Munich. Lead agency who will bring the
communication to practice is von Quadt & Company Agency from Munich, the
movies are directed by ’shot one film & fernsehproduktion, Munich’.
Again a big thanks to Berthil for the translation. I know it’s not easy dealing with these official BMW PR pieces!
I wonder if they will ever see the light of day here in the USA? I hope they’re as good as the BMW films of a few years back.
Speaking of campaigns, I vonder vhen ve’ll see the new ads by BSS & Partners here in the USA? I haven’t seen a billboard in quite a while. Maybe they’re waiting for the new model.
I wonder if they will ever see the light of day here in the USA? I hope they’re as good as the BMW films of a few years back.
This won’t be the same kind of film. It’ll be just like all those short German BMW film projects no one has ever heard of outside Germany.
One of my daughters lived in Erfstadt, Germany in 2002-3. I saw a lot of really different BMW stuff, on TV and on the road. I was given a ride in my 1st MCS by a German who worked for BMW/MINI, EB/White. That boy could drive! I was in love immediately! Upon arrival back in the USA I sold the 4Runner.
A friend of mine advised he recently saw a MINI documentary on one of the nerd channels and found it very interesting. Anyone know what film he was talking about?
There is a show on the Wealth TV called Great Cars which featured the MINI. This was a few weeks ago. Nerd channels? Odd. It was very well done but all of the Great Cars segments are well narrated and full of info.
There was also a short bit about the MINI on Fine Living’s, another nerd station, I Design which featured the designer Ive Behar who did the MINI Motion stuff.
The more BMW can do to prepetuate the Mini legend the better it will be for everyone.
The Mini Wildgoose referred to in the text can be seen at the following website and is for sale in the USA. Only 3 in the US apparently.
One critical note: it’s all really “cute” that BMW is into the Mini heritage now, but so far it looks like it’s mostly a marketing ploy to get the current car to sell. What are they doing to actually keep classic Mini’s on the road? Are they sponsoring British Motor Heritage (who are producing new body panels for classic Mini’s - but are owned by Ford, so that makes the situation quite interesting)? BMH is using the old, original machinery from the Mini factory. Sounds nice, but you realize that’s actually a problem when you know that already “original” BMH body panels are starting to have fitment problems because of worn machinery. So maybe it would be a nice idea for BMW to sponsor the restoration of that machinery. Would also get them an image boost with all the classic Mini-owners that still feel uncomfortable with BMW ownig “their” brand.
Don’t get me wrong, I do think it’s nice BMW are finally starting to acknowledge the Mini heritage. It just still feels it’s only words and that others are actually doing the “hard work”. It’s only years ago that BMW sued companies that had been using the word “Mini” in their company name for decades. Meanwhile, BMW is advertising the fact that “Mini” (well, BMC really, but that would just complicate matters ;)) won rallies around the middle of the last century, while the current car, as well as BMW, had very little to do with those vitories.
[...] BMW Mobile starts MINI Campaign [...]
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