null - FEEL MINI ELECTRIC

THE CHALLENGE

MINI was arriving late to the electric market – how could we rise above the noise of electric car launches and connect with all of Britain the very first day we reveal MINI Electric?

SOLUTION

We decided to creative a world first. Rather than reveal our new MINI Electric to a select group of motor journalists and influencers, we decided to launch MINI Electric to 64 million Brits simultaneously by creating a live launch across the nation’s digital outdoor sites. On the morning of launch, every one of our posters in the UK had an iconic silhouette of the new MINI in readiness for our live reveal. Then simultaneously across the country, at noon, the icon transformed into the new MINI Electric with a campaign teasing the amazing feeling of being behind the wheel.

RESULTS

The results surpassed expectations. We met nearly half of our year-end pre-order target within just one week, searches for MINI Electric increased by a staggering 669% and we saw 111,000 new visitors to the MINI Electric webpage. And this is only the beginning...

•       Cultural value – 40% share of culture vs all established Electric competitors

•       Brand value – 669% growth in search volume over launch period

•       Business value – 6 month pre-order targets achieved in first month