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By Gillian West, Social media manager

March 12, 2014 | 2 min read

Mini has packed the best of both worlds into its new £3m campaign, evoking both the innovative sprit of its classic 1959 original and its state-of-the-art new Hatch.

The ‘New Original’ combines the trademark go-kart handling of the old model with all the latest technology and connectivity, including driver assistance and three-cylinder engines.

Produced by iris Worldwide, media agency Vizeum and OOH communications specialists Posterscope, the ‘New Original’ campaign launches on London Liverpool Street’s ‘Wonderwall’ before rolling our across the UK and takes a typically Mini tongue-in-cheek tone.

Richard Morris, managing director, Vizeum, commented: “We wanted Mini to be celebrated not just for its iconic status in British society, but for how it encapsulates technological advancements in driving. Liverpool Street Station’s Wonderwall represents the ideal, immersive space to bring the benefits and distinctiveness of Mini to life. Large poster sites form the hub of a campaign aimed at urban audiences that extends across all touchpoints including bespoke in-car playlists through Spotify.”

Aimed at 25-45 year old men who love driving, the visuals juxtapose the car’s new additions with the ‘original’ versions of the same features. Social media campaign - #NewOriginalRemakes - will support the activity and encourage fans and followers to put a new Mini spin on their favourite classic films, books and music.

Michelle Roberts, general manager brand communications at Mini UK, explained: “We created New Original to let consumers know that they can now have the best of both worlds: Mini’s feisty, fun-loving spirit of the original 1959 model, with all the latest cutting-edge driving technology. We've had a fantastic response so far on the new Hatch and I think a lot of people will be truly surprised about the drive that this Mini packs.”

The campaign will launch across outdoor, digital, interactive rich media, print, DM, social and the aforementioned partnership with Spotify from this month (March).

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