Digital
Transformation
Festival


16 March - 24 April 2020

Our online festival is underway with a packed programme of interviews and panels. Featuring talks from the industry’s biggest brands and most innovative individuals, this event explores what digital transformation really means for marketing.

Coming Up
6 Apr 09:00 GMT / 05:00 EST

Reimagining women’s sport…what do we need to do to change the game?

FEATURING
Tom Corbett
Group Head of Sponsorships and Media at Barclays
Eniola Aluko
Sporting Director at Aston Villa W.F.C
Gabi Mostert
Creative Director at Iris
Rebecca Stewart
Senior Reporter at The Drum

Mini goes all-electric with real-time digital OOH reveal

British motoring brand Mini has joined the electric car revolution with the reveal of Mini Electric, the first all-electric vehicle to be produced by the famous manufacturer.

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.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.