Campaign Spotlight: MINI Takes A Quarantined China Camping With “The Nomad Hotel in the Cloud” Project by Anomaly


CHINA – While China is slowly recovering from the disruptions of coronavirus, many people are still facing quarantine and restrictions on movement and travel across the country.

With that in mind, MINI and creative partner Anomaly decided to bring the beauty of the mountains of Shaxi, Yunnan to everyone who’s still quarantined at home – via their phones and computers.

“MINI has always been more than a car brand, and in these times of hardship and restricted travel, we felt that it was more important than ever for us to continue to inspire our fans and owners. Even if we can’t go out for a road trip physically, we can still enjoy the beauty of nature virtually” explained Nickel Lui, General Manager for MINI at Anomaly.

Starting March 21st  9:30am, a 24-hour non-stop live-stream from The Nomad Hotel by MINI, 3,000 meters above sea level, will be broadcast on (the equivalent of YouTube in China) and also the country’s biggest ecommerce site TMALL. 

The Nomad Hotel, launched last summer, consists of six MINI COUNTRYMANs equipped with unique roof tents tailor-made by AUTOHOME in Italy, along with dining tents, a BBQ area, campfire and of course, showers and toilets, The Nomad Hotel allows travelers to explore the wild, without sacrificing the conveniences of urban living. Each roof-top tent comes fully equipped with modern amenities like built-in reading lights and comfortable bedding. 

Now with “The Nomad Hotel in the Cloud”-  viewers will be riding with the MINI COUNTRYMAN on the epic highways of Yunnan; experiencing off-road driving on some of the most rugged mountain roads of China; learning all about camping and cooking in the great outdoors; and enjoying a livestream of a starry sky in the mountains.  Last but not least, after a night’s stay on the rooftop tent of a MINI COUNTRYMAN, they will also wake up to a beautiful sunrise in Yunnan. The program will be hosted by The Nomad Hotel’s local outdoor guide, Yansong. 

“We called this ‘The Nomad Hotel in the Cloud’ because we’re bringing this live experience to people at home through cloud services.” said Clarence Chiew, Executive Creative Director at Anomaly. “As far as possible, we’re also making sure that recommended distancing measures are practiced locally, with a minimal shooting team that’s already located in Yunnan.”

In June 2020, The Nomad Hotel by MINI will also be opening up new destinations in Meili, Yunnan and Huangshan, Anhui.  Actual dates will be announced later.

The Nomad Hotel in the Cloud 24-hour live broadcast can be viewed at starting at 9:30am (GMT +8) on March 21.

Subscribe to access more of adobo Magazine Online


Please enter your comment!
Please enter your name here

This site uses Akismet to reduce spam. Learn how your comment data is processed.