50 years of MINI
Info
The BMW Group has been purposefully plugging its three brands – BMW, MINI and Rolls-Royce Motor Cars – to underscore their premium quality across all relevant segments of the international automotive market, thereby taking advantage of the corporation’s strengths with a consistency that is unique in the industry. From development to production up to marketing, the orientation to this premium claim is uncompromising.
Starting situation
Fifty years of the Mini – an anniversary the marque wanted to celebrate in May 2009 with a Mini United Festival drawing 25,000 fans from 30 countries to the Formula 1 racetrack in Silverstone, England. For this occasion, the video trailer needed music with a strong signaling character which at the same time expressed the “Mini attitude to life”.
Implementation
Amp decided to use an electro-acoustic sound in the style of so-called “Britpop”, which sees itself as a countercurrent to electronic music. The sound image is marked by acoustic and electric guitars, electric bass and natural drums played live. Amp composed a catchy theme and produced the music with live musicians in its own sound studio.
Result
The appealing, compact-sounding music was used on the large main stage innumerable times during the three-day festival, thereby helping to make the event such a big success.
