2002: Mini USA breaks from convention with “Let’s Motor” campaign
To celebrate the Ad Club of New York's 120th anniversary, The Drum is inviting readers to share their favorite marketing moments from the past 120 years.
Mini
Today’s marketing moment was chosen by Vito Zarrillo, executive creative director at Gyro New York. Below, find out why Mini USA’s “Let’s Motor” campaign is one of his favorite marketing moments.
Car ads too often fall into the trap of sameness. Mini USA’s 2002 “Let’s Motor” campaign did anything but by bringing unconventional tactics to a seemingly conventional space.
To launch the return of its British-made sedan, the brand wanted to be as different as it could – and it worked. The campaign was so effective because it brought the unique nature of the brand in a holistic, edgy way. It made people take notice and, yes, buy. Mini broke from the convention of car advertising with slick shots of cars driving and thoroughly developed a brand that highlighted its biggest asset: smallness.
And that smallness was cool, unique, and had a personality and voice that defined the car and the car buyers themselves. Now that’s memorable.
See the full 120 Marketing Moments in the dedicated online section and find out how to purchase the exclusive book.