MINI - FEEL MINI ELECTRIC

Great Job MINI. Love it.

@GarryAyres,

THE CHALLENGE

How to rise above the futuristic, neon-blue world of electric car advertising and make MINI Electric a truly desirable electric car that you can't wait to get behind the wheel of.

THE PLATFORM

We didn't just launch a car, we launched a feeling.

Why? Because the best thing about MINI Electric is how it feels to be behind the wheel.

In an innovative, real-time launch, timed with the global reveal of the car, we shared the almost inexpressible MINI Electric feeling with Britain. At 12.30pm a silhouette - instantly recognisable as the iconic MINI shape - transformed to show the MINI Electric in all its glory. Everywhere the MINI Electric was seen, we used contextually relevant quirky quips that stood us far apart from the standard automotive cliches, with no electrifying puns in sight.  Most importantly, we didn’t just launch a feeling, we guaranteed it. The Feel Good Guarantee promised that if people weren’t feeling MINI Electric after their first test drive, they got their money back – a first in automotive.  

THE RESPONSE

The results were staggering, meeting nearly half of our year-end pre-order targets in just one short week. And this is just the beginning.




Results

Mini goes all-electric with real-time digital OOH reveal

The Drum,
700
Pre-orders And Counting
669%
Increase In MINI Electric Searches
111,000
New Visitors On The MINI Electric Page

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FEEL MINI ELECTRIC

A few weeks ago, we helped MINI UK to reveal the new MINI Electric to the British public – the first ever all-electric car from the iconic British automaker – with an innovative, real-time, digital OOH roll out across the UK.

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