BMW Great Britain has hired guerilla marketing firm Cunning Stunts on pounds 200,000 fees to launch the new Mini.
Mini marketing manager Emma Scammell confirmed last week's appointment of the agency famous for projecting a naked image of TV celebrity Gail Porter onto the House of Commons.
It followed a pitch process which involved Cake, Purple Patch, Frank PR, Landmark Communications and Freud Communications. Cunning Stunts beat Frank and Cake in the final stage.
The Mini does not go on sale until July. PR manager Mark Harrison said the logic behind hiring an agency so early was to establish 'drip feed' coverage ahead of 'the big bang'.
The Mini had always been made at Longbridge and was part of BMW's UK arm Rover. It was retained by BMW when it sold Rover last year. The new Mini will be made at BMW's Cowley plant in Oxfordshire.
Mini celebrated its 40th birthday in 1999 and has entered into automotive history as one of the most popular small cars in the world.
Despite Cunning Stunts' fame for staging stunts to attract media attention, Scammell said: 'Their reputation had no bearing on the decision. They understood the brand and interpreted it in an inno vative way,' she said.