The Drum Awards for Marketing - Extended Deadline

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By Ishbel Macleod, PR and social media consultant

August 1, 2013 | 2 min read

Mini is set to unveil a campaign today to promote its brand positioning of ‘not normal’, which will be promoted through online and on digital poster sites across the UK.

Developed by iris Worldwide, the campaign features imagery created, inspired and produced by Mini fans to show the relationships consumers have with their cars; including Mini flower beds.

Shaun McIlrath, executive creative director of iris Worldwide, said: “Mini is a genuinely iconic brand with millions of fans worldwide. A vibrant creative culture emerged spontaneously around the brand and has existed for over 50 years. We wanted to showcase that creativity and the fact that truly inventive brands don’t just generate fans, they create inventors.

“People forget the things that brands say. They even forget most of things brands do, but they never forget the way a brand makes them feel. This campaign shows how MINIs make people feel - excited, full of fun and inventiveness.”

As part of the project, iris has also created an online film asking the public to help Mini track down those images and inventors they haven’t been able to find, so that they can celebrate their creations as part of the next phase of the dynamic campaign; before full digital activity begins on 12 August.

Anna Inglese, national communications and direct marketing manager at Mini, said: “The Mini brand, at its heart, is about inventiveness, excitement and fun. That’s reflected in the way people react to our products. Social media is full of amazing Mini creations; we’re simply surfacing them to show how MINI owners feel about their cars. It’s less of an ad campaign and more of a ‘thank you’ to all the creative people who love Mini.”

Media for the campaign was bought and planned by strategic media agency Vizeum.

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