“LET’S MINI” MINI BRAND CAMPAIGN

IDEA: Over the last decade, MINI lost the bold attitude that once made them famous. What’s always set them apart is that MINI is not a car at all; it’s a street-legal go-kart that doesn’t play by the rules of the auto industry. So, we reminded people of MINI’s underdog spirit, fun-to-drive nature, and challenger mentality with two punchy anthem films and a cheeky stunt at the New York Auto Show. 

DROVE A 177% LIFT IN SOCIAL ENGAGEMENT.

POST REACH SAW A 622% TURBO BOOST.

Brand Film TVC :30

“License to Thrill” Cinema :30 (what better place for a three-time Monte Carlo F1 champion to show up than before the Brad Pitt F1 film?)

New York Auto Show Stunt

Unlike all the traditional cars, MINI was not at the New York Auto Show. Instead, MINI cheekily invited New York Auto Show attendees to ditch conventions at the entrance of Javits Center using competitor taglines to speak their language.

Then flew a plane above Javits Center.

Took over the ad space inside Javits Center.

Intercepted attendees at the Lincoln Tunnel on their way to the Javits Center.

Took out two full pages in the NYT. Then made sure they were in every hotel room near the Javits Center. Who said room service was dead?

Popped up in each borough of NYC. ‘Ello ‘Ells Kitchen.

And then followed attendees back home to their company headquarters, giving Joe Goldberg a run for his money. ‘Ello, You.

Each piece of the campaign led to CarPeopleLetsMINI.com where you could book a test drive at the Ultimate Driving Experience.

Proving that when you’re not afraid to have a little fun, you win every time.

Creative Directors: Kate Baynham, Hanna Wittmark

Senior Copywriter: Mason Douglass

Senior Art Director: Savannah Bradford