MINI Welcomes a New Arrival in All Electric Campaign

MINI, the iconic British premium automotive brand launch ‘The New MINI Family’ campaign today, to celebrate the New All-Electric MINI Cooper and the New All-Electric MINI Countryman. The full 360 global campaign, encompassing TVC, OOH, social and digital, supported by a new campaign visual world brings entirely new attitude to the much loved and known brand was created by innovative marketing agency Anomaly. 

The cult classic, the MINI, is back. This time with a new generation of cars that are more MINI than ever. Full of enthusiasm, always unconventional and packed with ideas, the MINI is an automotive legend, much loved through the generations from old to young. 2023 sees the presentation of the new MINI family - embracing innovative technology while retaining the driving fun and identifiable design that MINI is renowned for, fulfilling their pledge to be a fully electric brand by 2030.  

The New All-Electric MINI Cooper combines locally emission-free mobility and electrified go-kart feeling. An icon reinvented, with a completely new powertrain, the new Cooper E and SE variant sticks to its roots and its classic design cues.  

The largest MINI model, the new MINI Countryman is the first MINI to be manufactured in Germany. Versatile and powerful the New All-Electric MINI Countryman is perfect for the city and for more challenging terrain.  

Highlighting the new MINI’s progressive features, whilst also celebrating the brand’s heritage, the new campaign from Anomaly, reintroduces the iconic car brand to a new generation. ‘Nice to Meet You Again’ showcases the MINI’s iconic status and its place, as a brand, within culture. Most new-generation cars are metallic, industrial and cold. Human less. These cars are centred around and built for humans. Personality and emotion and individuality are woven throughout the MINI family. The New All-Electric MINI Cooper, the icon, explores a cheeky, stylish, and charming world. Whereas the New All-Electric MINI Countryman is more adventurous and curious. 

The films see the world through the car’s interactions with people. Using an ultra-fisheye ‘warped’ technique, the viewer sees how sensorial, personalisable and playful the new MINI family is. Set to Technotronic’s ‘Pump Up the Jam’, the new features of the New All-Electric MINI Cooper and the New All-Electric MINI Countryman are showcased. From the OLED display that greets you like a friend, to the interior that changes to fit your mood, or the headlight that winks at you when you open the car. These interactions are reflected in transitions or ‘pumps’ that run through all film, print and digital work. The circularity is inspired by iconic MINI design elements from the brand’s inception, through every car right to the most modern iteration, the central focal  point is embedded in MINI’s design heritage.

Joe Corcoran, ECD, Anomaly London said, “MINI have designed the return of an icon. A MINI imagined around the driver as it was with the 1959 Mini. More human, more personal than anything else. The cars are a leap forward in design and we gave ourselves the challenge of giving them a cultural re-introduction, which is how we got to 'Nice to meet you again'. Like with the cars, MINI have been great at allowing the work to be freed from the common tropes of car advertising. Showing people in a more interesting, up close and personal way. With abstract ‘pumps’ to express product features. All set to an absolute late '80s belter. It’s been an honour for us to express the new identity of the future of MINI.” 

“The new, expressive visual language of our 'Nice To Meet You Again' campaign attracts strong attention and differentiation. 'Digital First' offers a wide range of options for reaching out to our MINI community with individually tailored content. The creative collaboration with our agency partners Anomaly and Media Monks enables us to illustrate the DNA of the new MINI family in a unique and emotional way. Just like the new MINI models, the associated marketing also demonstrates innovation and courage,” says Sebastian Beuchel, head of MINI marketing and brand management.

The two 45’ TVC’s follow the New All-Electric MINI Cooper and the New All-Electric MINI Countryman across different terrains, cities, and colour themes as they interact with their passengers on their varying, and at times, very different adventures. 

The main campaign will go live globally on Wednesday the 18th of October. Local launches will follow in key markets such as EU, UK, USA, China, Japan, and South Korea.