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19.10.2007, Munich.
The launch of the new MINI Clubman at the IAA in Frankfurt was also the premiere for a new, unusual Z-CARD®: For the first time both covers were lenticular covers ('holographic'), in order to demonstrate and strengthen the key feature of the MINI Clubman (the rear doors swivelling open and close) in an effective medium.
Is there another Frankfurt beyond the motor show? For the friends and lovers of the cult car MINI absolutely! Munich agency .start GmbH with project managers, Maximilian Fink and Jonas Hirscheider developed an unusual campaign for MINI to launch the new model Clubman at the IAA.
The main feature of the campaign was a city plan of another kind in the form of a
Z-CARD®. Instead of the usual museums and points of interest, which are specified everywhere and can be recognized on any city plan, the MINI city plan delivers what one finds only after personal recommendations, or extended research: exclusive clubs, special cinemas, fashion shops and exclusive design stores. 22 Frankfurt businesses, whose offers will appeal to MINI fans, are included in the city plan.
Not only the content, but also the execution of this other type of city plan, are as unorthodox as the new MINI Clubman itself, which is equipped with two wing doors in place of the usual rear flap. Suitably MINI, a brand well known as a trendsetter, chose the Z-CARD® PocketMedia® format, which opens out from a credit card size to a full A4 city plan, and can just as easily be folded back down. But the main fascination to it is that for the first time the two covers of the Z-CARD® are lenticular. This "holographic cover" demonstrates directly the main feature of the Clubman, which is the back doors swinging out sideways, and obtains at the same time, humorously, the unorthodox concept of this "other MINI". Nearly nobody can extract itself from the optical fascination of the lenticular covers. Therefore it is to be accepted with security that this unusual city plan will be used for a long time after the IAA.
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Short profile Z-CARD® Ltd. :
Z-CARD® Ltd. is part of a comprehensive global network on four continents.
Z-CARD® Ltd. sketches and produces print products and is world-wide the largest supplier of PocketMedia® products.
Z-CARD® and PocketMedia® are registered trade marks of Z-CARD® Limited.
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