SOUND BRANDING

A catchy tune for an iconic brand

For its 50th birthday, MINI wanted a brand-specific jingle and a Sound Identity for its various event videos.
Based on a Britpop-syle, amp composed a catchy theme and produced the music with live musicians in its own sound studio.
This appealing maximizing-attitude-to-life theme contributed to MINI’s maxi success during a three-day festival dedicated to its 50th anniversary.
 

ABOUT THE CLIENT
With its three brands BMW, MINI and Rolls-Royce, BMW Group is the world’s leading manufacturer of automobiles and motorcycles. BMW Group also provides premium financial and mobility services. As a global company, the BMW Group operates 30 production and assembly facilities in 14 countries and has a global sales network in more than 140 countries. 2014 was BMW Group’s company’s fourth record year in a row with more than two million deliveries and sales of of 2,117,965 units, more than ever before in the group’s history. 110,351 employees contributed to a profit (before tax) of approximately € 8.7 billion.

IN DETAIL

THE APPROACH: MINI MARQUE - MAXIMUM ATTITUDE TO LIFE

The MINI United Festival brought 25,000 fans from 30 countries to the Formula 1 racetrack in Silverstone, England, to celebrate fifty years of MINI. For this occasion, the video trailer needed music which expressed the "MINI attitude to life"with a strong signaling character.


DEFINING AND CREATING THE SOUND FOR MINI

amp decided to use an electro-acoustic sound in the "Britpop" style, an countercurrent to electronic music. The sound spectrum is marked by acoustic and electric guitars, an electric bass and natural drums played live. amp composed a catchy theme and produced the music with live musicians in its own sound studio.

 

THE RESULT AND ITS POTENTIAL

The appealing, compact-sounding music was used on the main stage innumerable times during the three-day festival, contributing to MINI's maxi success.