Mini and its global agency partner, Jung von Matt/Spree have launched, ‘Electric Is Ready To Play’ – an activation that doesn’t just celebrate its first all-electric car, but the whole e-mobility category.
The activation hinges on the common misconception that Europe doesn’t have the charging stations in place for widespread electric mobility. The reality is, Europe is home to over 170,000 charging stations -even more than petrol stations. MINI dispels the myth – not with rational facts, but through a human and immersive spectacle. In typical MINI style, showing the world that the MINI Electric (launching March) comes at the perfect time to bring the fun to e-mobility.
On 24 January a city-wide light show took over Lisbon’s skies. The stunt was powered entirely by its public charging stations, with every charger equipped with the world’s strongest search light. Yellow light beams, in keeping with Mini Electric’s brand colour, filled the sky, showing the whole city that it’s surrounded by ways to charge.