MINI Celebrates English German Football Partnership with Wembley Takeover

If anyone knows that an Anglo-German partnership can be a winning combination, it’s MINI. BMW Group took charge of the iconic British brand in 2001, which ushered in a new era of ideas, experimentation, can-do attitude. Playing off its own German ownership, MINI wholeheartedly welcomes England’s new German at the wheel, Thomas Tuchel, for his first match as manager of the men’s England football team.

With a takeover around Wembley stadium, fans can see MINIs encouragement for the team as they walk up to the home of English football - with clever copy that all ladders up to 'MINI. German Management since 2001', such as 'English Spirit. German Management.' and 'A match made in heaven', along the boulevard up to the stadium, as well as on Box Park’s eye-catching screen.

The OOH activation is supplemented by a single page ad on the inside cover of the London Metro laying out MINI’s positive and supportive message, as well as the best Wembley parking space reserved for Thomas Tuchel himself.

The activation is live on 21st March, and should England win, is followed up with celebratory messages praising the effectiveness of the German and England partnership.