In order to promote the MINI safety features (4-wheel disc brakes, Runflat technology, xenon headlights, etc.) and the excellent NCAP crash test ratings (5 out of 5 stars), a record label has been created – DEF MINI Records. The bands, songs and lyrics are all about the MINI and its outstanding safety. THE DISC BRAKES sing “Save me”, RUNFLAT perform “Another 100 miles” and “So many stars” is sung by N’CAP. At the centre of this integrated campaign (viral videos, radio, outdoor, print, POS, guerrilla) is the website www.defminirecords.com, with music videos, karaoke, downloads and more.

The layout authentically follows the design of a typical independent-record label. Each artist has its own section. THE DISC BRAKES with their song “Save me”, RUNFLAT with “Another 100 miles” and “So many stars” performed by N’CAP. All songs were professionally produced. The campaign also stands out with its high degree of integration, and spans websites, viral videos, radio, outdoor, print, POS and guerrilla measures.

The campaign strengthened the consumers’ perception of the MINI as a very safe car, which will be shown in the forthcoming MINI brand monitor.