MINI Launch Mobile Application “Openness” to Promote the New MINI Convertible

[thanks to Luke over at Profero for this juicy tidbit!]

Profero, the leading global, full-service independent digital communications agency, is delighted to announce the launch of the new MINI iPhone mobile application. Openness is part of the latest digital MINI activity to promote the new MINI convertible.

You can get the iPhone app by hitting this link (which opens in iTunes, hopefully.. hehe)

Openness – iPhone app

With over three years creating memorable campaigns for MINI, from the Cannes Cyber Lions gold-winning ‘White Rabbit’ to ‘The Other View’ and ‘Ban Boredom’, Profero’s mobile application will build on other activity in the cars’ 50th anniversary year.

Drivers of convertibles are more open to new experiences so the MINI Openness mobile application encourages users to explore the unexplored and try new things. By downloading the application, users will have access to an off-beat guide to the UK’s major cities, including London, Manchester, Birmingham and Edinburgh and over 400 unusual and spontaneous experiences: from getting a Brazilian to attending a Mexican wrestling match with fetish cabaret, joining a literary salon to jumping on a coach to an unknown destination.

The wider digital campaign, Stay Open, is supported by online banner activity, also centred on openness and spontaneity.

Ysabel Vazquez, national communications manager at MINI, said, “We wanted to create something different from the run-of-the-mill motoring iPhone applications. With Openness, Profero have delivered an experience that offers real value to users, helping them find some excitement on the hoof.”

Kris Crokett, MINI Account Director at Profero, said, ““Working closely with MINI on the Openness mobile application has been an exciting, challenging and rewarding experience for Profero. Our main objective was to create something of real value, that supports MINI’s unique brand values, and we are delighted to be able to offer iPhone users and MINI fans something that does exactly that. It is another exciting stage in MINI’s digital growth and one that demonstrates their willingness to embrace innovation and creativity.”

Editor’s note: Profero (, now in its eleventh year, is the leading independent global communications group with digital at its core. Its client base includes, AstraZeneca, Channel4, COI, HBOS, Johnson & Johnson, Lufthansa, MINI, Puma, Swiss Air and Western Union. Today over 450 brilliant, creative talents work as one highly awarded team out of Beijing, Hong Kong, London, Madrid, Milan, Mumbai, Munich*, New York, Paris*, Shanghai, Seoul, Singapore, Sydney, Tokyo and Zurich*. *In partnership with

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