Mini is promoting its "Real Time Traffic Information" (RTTI) feature in its cars with an outdoor campaign in Berlin that gives pedestrians handy access to shortcuts through the city.
Agency Serviceplan Campaign X fitted doors, ladders and windows to billboards, inviting pedestrians to take alternative routes, with the message: "Faster through the city with Mini Connected." As seen in this video, one turns a billboard into a staircase over a wall that allows pedestrians to take a shortcut, while another highlights a tunnel passage under a railway line. Another shows people where crossing a soccer pitch could replace the long way around the block of houses.
Hans-Peter Sporer, managing director of creation a Serviceplan Campaign X, explains: "The idea of the shortcut posters is an original translation of the RTTI feature, which always has the fastest way through traffic ready, into people's analog world."
The agency is also promoting the outdoor work with a film, seen here, produced by It's Us (Berlin) and Neverest, which will run on Mini Deutschland social channels.