Mini Electric
Launching MINI's first electric car with a campaign that celebrates movement within culture.
Spring 2019
The Brief
Launch the new Mini Electric Car to the UK market with a creative, cohesive campaign that is exciting, emotive and immersive enough, that it can’t fail to create hype amongst the target audience. To do this, you’ll need a big idea that sits at the heart of everything you create. You’ll also need a visual language (fonts, colours, image style, tone of voice). And you’ll need to give special consideration to the copywriting and use of language on your communications. Target audience: 20-something creative class.
The Outcome
My friend Sagar Sekhon and I worked together to develop a launch campaign that includes a 30 second TV advert, social media story and outdoor advertising. We used juxtaposition to show how much has changed in culture since the first MINI was released in 1959. To do this we looked at various elements of culture that we identified through research as being important and relevant to our target market. For example: art, fashion and music. We’ve also considered showing the journey through generation; reflecting progress made by the company and how MINI has been a part of culture along the way.
