This document outlines a PR strategy for the launch of the new Mini John Cooper Works vehicle. It proposes holding various experiential marketing events to showcase the car's "drivestyle" and attract media attention. This includes taking journalists for high-speed rides around the Kremlin, hosting secret quest-based parties for editors, and staging a bulldog fashion show alongside Moscow Fashion Week to position the brand as "not normal." The goal is to position Mini John Cooper Works as a choice representing an alternative lifestyle through the end of the launch year.

1. PR-STRATEGY 4 NEW MINI JOHN COOPER WORKS

2. HEADLINER.
NEW MINI John Cooper Works
DRIVE SPORT CITY BOLID

3. TASK.
Keep telling stories
TO KEEP UP MEDIA INTEREST
From the launch till the end of the year

4. PEOPLE.
25 - 45
Bright Self-sufficientNOT NORMAL
L VERS

5. ACTION.
MINI John Cooper Works is a Not Normal vehicle
It has no competitors or “classmates” because it is a choice of love
It`s a choice of a special and very different lifestyle full of emotions and drive
That`s why we call it drivestyle!

6. DIFFERENCE.
Lifestyle Drivestyle

7. PR-APPROACH.
We know that JCW customer`s choice
is not based on comparison test-drive
results or fuel flow
They choose JCW because it`s really
unlike any normal car
Getting new JCW means to join a very
closed society of MINI style and drive
lovers
Like my drivestyle

8. PILLARS.
Go-kart feeling Brand heritage

9. LOCAL MEDIA LAUNCH.

10. PILLARS.
Go-kart feeling Brand heritage

11. START.
Track is the best way to compare lifestyle and drivestyle!
Famous racer will take guests for a ride
VIA

12. WELCOME.
Guests receive video
invitation from Michael
Alyoshin (racer).
He invites journalists to join
his drivestyle – the one that
makes him happy unlike
other possible lifestyles.

13. DEAR, GEORGY.
I`m tired of boring “high
society” events. Angular
expensive outfits, same
people, same talks. It`s a kind
of fake.
Really cool I feel only when
I`m on track! Drive, speed,
endless road… That`s my
drivestyle.
Do you LIKE it?

14. WELCOME.
Each guest receives an
invitation and a personalized
helmet as a membership of
the #LikeMyDriveStyle club
Possible design: lifestyle vs drivestyle

15. RACE.
We`ll make a track look like city streets
Set a lifestyle décor along the track for a driver to rev the engine!

16. FINISH.
We`ll record a video on a hidden camera and share it with guests in
the private group in social networks, so that people could like it.
#LikeMyDriveStyle

17. EDITORS RACE.

18. PILLARS.
Go-kart feeling Brand heritage

19. GO ON.
Well…
JCW and Moscow City
Racing
are simply made for each
other
Moscow City for city bolide
VIA

20. GO ON.
It`s probably the only
chance for journalists to
go for a ride around
Kremlin at a speed of 200
km/h
It`s crazy!

21. DRIVESTYLE MEDIA CLUB.

22. PILLARS.
Go-kart feeling Brand heritage

23. GET CLOSER. The world keep
talking about a
party for 12
people I had
2000 years ago
Best parties are always hard
to get
Drivestyle parties start as
soon as you grab a key

24. POINT.
It`s NOT NORMAL to invite people for a party without any
address available!

25. MECHANICS.
JCW arrives to editorial office with the special agent
Journalists have to pass a quest to get to the party
It will take a while to finish

26. Yeah, that`s right quest is the core not the party
QUEST BEFORE.

27. 1.
Journalists get first
assignment when receiving a
car

28. 2.
They`ll have to find a man
with an English bulldog in a
pub and guess a riddle from
him

29. 3.
The riddle is a code from a
rubber duck they will find in
one of the city fountains

30. 4.
The duck reveals one part of
the map and gives address
where the second part can
be found

31. 5.
Getting there suggests
driving at a speed of 120
km/h

32. 6.
Doing that the car will be
stopped by a fake road
policeman who`ll handle
them another part of the map

33. 7.
And they finally reach the
secret party

34. HIGH FIVE.
Parties at brand frater celebrities homes
Different quest scenarios
MINI JCW

35. MINI PEOPLE.
Denis Simachev
Pavel Artemyev
Vasya Oblomov
Daria Malygina
Noise MC

36. DOGGY STYLE.

37. PILLARS.
Go-kart feeling Brand heritage

38. POINT.
It`s NOT NORMAL to hold a Bulldog Fashion Week at the
same time with the MFW!

39. PARTIZANING.
?

40. WOOF.
Denis Simachev
Vika Gazinskaya
Bulldog

41. PLAN.
Famous designer creates MINI collection for bulldogs
We make an event at the same time (and “next door”) with Moscow Fashion
Week
We are NOT NORMAL!

42. MINI PEOPLE

43. CASE.
Art project with the most important moments of MINI history introduced by
Sinkachu – famous British photographer

44. LIST.
Alec Issigonis
knighthood
ceremony in 1969
MINI winning Rally
Monte Carlo in 1965

45. PLAN.
Journalists receive tiny piece of paper and big lens
It`s an invitation to photo exhibition attended to the new JCW launch