Give winter the cold shoulder.

MINI and Serviceplan Suisse ring in the cold season with a campaign for the MINI ALL4 models.

Icy roads, snow-covered driveways, thermal underwear: winter has plenty of unpleasantness in store for drivers, both on and off the road. Those who won’t be scared off by frosty conditions can look forward to a special deal: a discount on selected ALL4 models. A natural on ice and snow, the ALL4 is the perfect companion for wintry adventures.

The ALL4 models are advertised in a multi-channel campaign designed and developed by Serviceplan Suisse in close collaboration with MINI Switzerland. Under the header of “Winter? Bring it on.”, we see a trendy, young man giving winter the cold shoulder, despite frozen eyebrows and ice in his beard. He represents all the lucky people navigating winter with a MINI ALL4 all-wheel drive.

With this subject, MINI pleasantly sets itself apart from the winter advertisements of virtually all other car manufacturers. It features no car on snow-covered ground, no forced confidence in the headline – just credibility and the typical MINI charm.

The campaign is mostly broadcast on digital channels, such as ePanels, banners and social ads. But it focuses on traditional advertisement media, too: the man with the frosty beard also brings a bit of wintry cheer to posters, dealer advertisements and the POS, and he makes us all look forward to plenty of ice and snow.