The multi-channel UK launch sees the instantly recognisable car represented via nothing more than an instantly recognisable silhouette through a real-time digital OOH campaign throughout the morning – teasing a simultaneous afternoon ‘reveal’ of the car itself around the UK.
Conceived by The Brooklyn Brothers, this phased curtain-raiser sought to build anticipation by giving morning commuters a taster of what awaited them before showing its hand at 12:30 pm at 85 OOH sites nationwide.
Leon Van Schie, head of marketing at Mini UK, said: “We wanted to reveal the new Mini Electric in a way that was true to our heritage and tone; exciting, fun and with a feel-good factor. We hope the launch of this new icon made Britain smile and brought some sunshine to their day.”
George Bryant, founding partner at The Brooklyn Brothers added: “For such a cultural icon, so renowned for its optimism, we knew that we had to challenge the traditional approach to launching a new car. To help the new Mini Electric to rise above the noise, we focused on what truly differentiates Mini from any other car; the Mini feeling.”
From the outside, the Mini Electric appears much like its forebears but internally it incorporates the latest zero-emissions technology and connectivity and will be out in the wild by March 2020.
Prior launches by the BMW-owned brand include the Mini Countryman.