Mini Takes Centre Stage on the World’s Largest Screen

MINI, the iconic auto brand, is set to make automotive history as it unveils its latest innovation, the Next Generation of all-electric MINIs. And it’s only fitting to debut the largest MINI ever on the world’s largest LED screen: Sphere. 

Sitting at 366 ft high and 516 ft wide, Sphere, located in Las Vegas is the largest spherical structure in the world. This is a completely new, first-of-its-kind of OOH display, but MINI in conjunction with its creative agency partner Pereira O'Dell were decidedly up for the challenge.

Sphere's ability to captivate global audiences with stunning visuals inspired the creative team at Pereira O’Dell to craft something equally entertaining and playful. The hero of this campaign is Spike, MINI’s new Intelligent Personal Assistant and a digital companion within the New MINI Family's cutting-edge technology experience.

The creative, set to run on Sphere starting November 27th, will feature Spike's playful interaction with the Next Gen MINI across the screen, as well as the vibrant Las Vegas backdrop, highlighting the interactive nature of the space. 

“The MINI brand represents playfulness and fun, and presenting Spike, our beloved unofficial mascot, is the perfect way for us to show up on Sphere.” said Sebastian Beuchel, head of MINI global brand management. “Sphere is a truly unique out-of-home opportunity, and we're excited for MINI to show up there in a big way.” 

“Sphere presented us with a new kind of creative challenge. Both in a physical sense, and a contextual one. We wanted to think of this campaign as an art piece, not as an ad. People are coming to Sphere to have fun and be entertained, so we needed to integrate MINI in the least intrusive way possible,” says Rob Lambrechts, chief creative officer at Pereira O’Dell

The campaign will also spotlight MINI’s next generation advanced technology stack, including the first round, high resolution OLED screen and personalized Experience Modes, creating an immersive driving experience. The iconic circular OLED display of the New MINI Family is perfectly suited for the Sphere's unique canvas, providing a larger-than-life platform for this next-generation launch.

MINI's Sphere takeover will run from November 27th to December 2nd, with a four-hour special takeover on December 1st. To further amplify this unique experience, the campaign will extend to social, leveraging influencers to capture the breath taking placement in-person.