MINI USA's Electric Summer Campaign Enlists You as Pitch Partner
Today marks the launch of MINI USA’s annual summer electric campaign. This year, they are once again partnering with creative AOR Pereira O'Dell, to launch 'Trust Your Inner MINI-Logue.'
We’re typically told to buy electric vehicles (EV’s) for unselfish reasons– the environment, future generations, cost savings, etc. While other car companies lean into these reasons to buy EV’s, MINI knows that the real reason people buy a MINI Electric is to treat themselves. We all have the world’s best salesman inside our heads– and most people say you should ignore that voice– you should be practical, be real, be serious. But sometimes, that fun-loving, thrill-seeking, self-indulgent little voice actually knows exactly what’s best for you.
MINI USA is launching an interactive AI experience on MINIUSA.com, where users can record themselves asking, “Why should I get a MINI Electric?” and the AI creates a version of them that looks and sounds *almost* exactly like them - except for one very important detail - the voice you hear will be lower in frequency, so it sounds more like the voice you actually hear in your head.
“Everyone’s first reaction to hearing their own voice is usually the same, ‘do I really sound like that?’” says creative director at Pereira O’Dell, Jordan Strode-Young. “We want people to hear that inner voice they’re so familiar with. It’s been a fun challenge working with Current Studios to get that voice - your voice - just right.”
With the help of AI voice cloning and deep fake technology, you can actually have a conversation…with you. The AI version of you will give more reasons why you should get a MINI Electric, and then it creates a sharable video optimised for social platforms.
“MINI loves being on the cutting edge of technology yet staying playful to convince Americans to go Electric using the exciting frontier of AI,” said Patrick McKenna, department head, marketing, product and strategy, MINI USA. “We’re giving individuals the chance to connect with their inner AI self and convince themselves of the value of a MINI electric vehicle in a fun and engaging way.”
Pereira O’Dell’s social team is helping MINI USA leverage both lifestyle and tech influencers to ‘demo’ the AI experience ahead of launch and will use their reactions to amplify the page on social through paid media. In addition to the AI experience, a series of spots will run across digital and social.
The spots feature Unreal Engine MetaHuman animations – floating, talking heads visualising the internal dialogues of someone attempting to convince themself of the multitude of fun, wonderful, and sometimes peculiar reasons why owning a MINI Electric makes perfect sense.
In terms of production, MINI USA also wanted to limit carbon footprints as part of the EV campaign. To reflect this, we eschewed traditional production methods. Instead, we embraced the Unreal Engine and a more unconventional approach.
“It felt a bit contradictory to do a big production for an Electric car,” says Jordan, “but it’s also a lot easier to disembody a head virtually anyway.”
