The conquest of Geneva – guerrilla marketing in Switzerland
"MINI Countryman" World Premiere
The rumour that guerilla marketing is illegal was refuted by our world premiere of the new MINI Countryman in Geneva. With a supersized projection of the word MINIWOOD on the mountain chain of Mont Salève, the famous stars of the 'Walk of Fame' on the asphalt of the UNO metropolis, postcards with the MINIWOOD motif and stickers bearing the slogan 'I became famous in MINIWOOD', the MINI brought the authentic Hollywood atmosphere to Geneva. All round the airport unofficially supplied premiere posters announced the coming of the film 'Getaway', by analogy with the new 'MINI Countryman' slogan. This film, and the accompanying 'Red Carpet Parking', offered MINIWOOD newcomers preferential treatment.
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