British automotive brand Mini has launched its biggest ever cinema campaign, a 3-month nationwide cinema takeover to promote the new John Cooper Works (JCW) range.

The ‘Agents of Fun’ campaign, created by Monks, will run across Cineworld cinemas with a series of redacted ads from intelligence agencies, as part of the campaign’s spy theme.

The campaign includes an on-screen hero film and blipverts, branded foyers and an online booking takeover. Mini will also become the headline sponsor of Picturehouse’s Outdoor Cinema, delivering immersive activations set to draw audiences into the campaign.

The partnership was handled by Digital Cinema Media, The Story Lab and iProspect. 

At the heart of the campaign is a 70s-style hero film showcasing a series of stunts performed in the Mini John Cooper Works, highlighting the car’s versatility. In each example, the stunt is ‘redacted’ before being declassified in the behind-the-scenes footage. 

A further three blipverts will be placed across DCM’s entire estate, building intrigue between adverts before the full hero is shown to audiences. Mini will also brand Cineworld foyers and the online booking page with the ‘redacted’ Agents of Fun motif. 

The campaign will also capitalise on the outdoor summer season of cinema with Mini taking the headline sponsorship of Picturehouse’s outdoor screens. The tie-up will be brought to life with activations from DCM’s creative wing, DCM Studios, with creative touches such as a repurposed MINI JCW doubling up as a photobooth for audiences. 

To supercharge social exposure, the photobooth will include a personalised backdrop. The built-in share station facilitates instant social uploads. Mini branded blankets, pillows, wristbands will also be available, with free popcorn provided to test drive signups. 

Jeremy Kolesar, Creative Director at DCM Studios, explained: “Mini’s slick, spy-themed campaign uses cinema’s attributes to great effect, driving ticket holders along a series of touch points with an engaging visual identity. Great activations provide a new dimension to brands looking to harness the complete cinema experience, and we’re proud to put cinemagoers in the driving seat of Mini’s JCW.”

Eponine Atkinson, Planning Partner, iProspect added: "We were thrilled to work closely with MINI on this bold, cinematic campaign. From pitch to planning, our focus was on aligning every media touchpoint with MINI’s brand ambitions—injecting fun, energy and creativity into a fully immersive experience that brings the JCW to life on the silver screen in our biggest ever cinema activation.” 

Summer is a crucial period for experiential marketing and as Mini’s tie-up underlines, brands that go the extra mile can achieve standout well beyond the 30-second spot.