Our target group were residents in Berlin with a busy schedule – the so called “gadget guys and girls” who are eager to try out new things and are open to advanced technologies. Connectivity and time-saving features are essential to them.

Drivers spend over 50 hours in traffic jams every year. MINI Connected now helps them to find the fastest way with Real-Time Traffic Information. We let pedestrians in Berlin experience this benefit for themselves.

By fitting doors, ladders and stairs to special billboards, we created opportunities for pedestrians to shorten the distance they walked by up to 12 minutes. In short: everyone finds the fastest way through the city with MINI.

In April 2018 we placed our shortcut billboards in the popular quarters Berlin Mitte, Charlottenburg and Brunnenviertel at much frequented places. The billboards were specially build together with an architect. Doors as well as 3D elements like stairs and ladders helped pedestrians to overcome obstacles such as brick walls and fences.

In the week after that we aired our documentary video on facebook and Instagram as video ads and stories.

Thousands of people experienced the time-saving feature that comes with every MINI Connected system. In various interviews residents confirmed that our locations were chosen well – who wouldn’t want to have a shortcut around a soccer field in the middle of the city?

In the end, the shortcut billboards not only proved that MINI helps everyone to find the fastest way through the city, but showcased that MINI is an engaging brand that loves interaction with the consumer in every media channel.

Also the video documentary caused a lot of attention in Social Media and the press (12,7 impressions in only one week) – and MINI was asked a lot of times to build shortcuts in other cities as well. So we could not only explain our core feature of the MINI Connected package, but claim our leadership as expert brand for creative urban solutions.