During the Geneva Motor Show 2012, Mini came up with a novel way to get people talking about their new Mini Countryman. A special vibrating bench was installed on the streets. Every time someone sat on the bench, a Mini would sneak up from behind and rev up the engine. The bench in turn would vibrate and get some great reactions…
Obermutten is a little and lovely mountain village in the Canton of Graubünden, Switzerland. It has a mere seventy eight residents and is known to virtually no one expect to a few hikers passing through now and then.
Now some sixty million people around the world have either read about or heard of Obermutten as ad agency Jung von Matt/Limmat created a very simple Facebook campaign that put this peaceful and small Swiss mountain village on the world map! Media reports about the village have also appeared in over twenty countries. Obermutten has even made it into the main news programme in South Korea.
How? Well it all began with a newly created village Facebook page where the local mayor made a remarkable promise via a video: Just click on “like,” and your profile picture will be posted on the Commune’s official notice board. In no time at all, the board was completely covered with fans. In order to deal with the flood of likes, it was necessary for them to start hanging the profile pictures on barn walls in the village! The community since then has increased to over 14000 fans!
A ‘Mini’ has only the things it really needs. That means getting rid of the superfluous and keeping an eye on the essentials. Mini calls this ‘Minimalism’.
So the Draftfcb/Lowe Group in Zürich created over 20 posters (genuine, unique work of art) all over Switzerland that demonstrated the Mini art of omission in a very simple way.
