The challenge.

July 2019 saw the launch of MINI’s first ever all-electric car. In looks, it resembles MINI’s famed three-door hatch. Such an iconic car, deserved nothing short of an iconic launch.

But we were entering into an already heavily cluttered market, with numerous competitors vying for the attention of the 6% of car buyers opting for an electric alternative. Starting from zero, our objective was to persuade 1 in 5 of these people to choose MINI over and above any larger, cheaper or more powerful alternative.

Making a tough challenge even harder, we also had no car. We were launching the MINI Electric while it was still in development. This meant we were asking people to put down a deposit for a car they wouldn’t be able to test drive for six months and wouldn’t be able to take home as their own for a further three.

Our approach.

Others in the market were positioning their electric offerings as part of the future, bathing them in blue neon lights, and pitching them as ‘urban mobility solutions’, with their focus on the car’s exterior.

We took a different tack. We didn’t just launch a car. We launched a feeling.

The best thing about being in a MINI is how it feels behind the wheel. It’s a place where the world feels brighter, more fun, more optimistic even. The MINI Electric takes this feeling to a whole new level.

Our campaign brought that feeling to life.

The solution.

In an innovative, real-time, digital OOH roll out that was timed with the first global reveal of the car, we shared the MINI Electric feeling with Britain. Quirky, relatable quips described the feeling – feels like what it probably feels like to streak – standing us apart from the standard automotive clichés.

To give substance, this feeling was backed by ‘The Feel Good Guarantee’; an automotive first promising your deposit back if your first test drive doesn’t live up to the MINI Electric feeling.

Up to the global reveal, people had only seen a bold silhouette of the car teasing what was to come. At exactly 12.30pm – the time of reveal - our icon transformed in real-time across 85 out of home sites, and digital and social channels, to show the MINI Electric in all its glory. The announcement was further complimented by a Metro cover wrap the next day dedicated to the unique feeling of MINI Electric.

We also supported the campaign with a full information hub on mini.co.uk and set up a series of email programmes to keep people informed on their pre-order, or excited if they had registered their interest.

Every communication, in every channel was designed to bring you a little bit of the MINI Electric feeling, bringing a burst of optimism and warmth that stood out against the exterior-focused urban mobility solutions of our competitors and heralding a new era for MINI.

Results to date.

• 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