Global creative agency The Brooklyn Brothers and MINI UK have joined forces to reveal the new MINI Electric to the British public – the first ever all-electric car from the iconic British automaker – with an innovative, real-time, digital OOH roll out across the UK.
To optimise the global launch timings in the middle of the day, The Brooklyn Brothers first launched the MINI Electric ‘feeling’ in the morning that day with a distinctive and instantly recognisable silhouette of MINI across social media and digital OOH.
At 12:30pm, this icon transformed in real time to reveal the car itself. This took place simultaneously across 85 out of home sites nationwide, high impact digital display and national print and social channels. This was complemented by an impactful Metro cover wrap the next day dedicated to the unique feeling of MINI Electric.
Because there is no feeling like driving a MINI, The Brooklyn Brothers also created the Feel Good Guarantee for those who place pre-orders ahead of the car being available in 2020. The offer invites new customers to take MINI Electric for a test drive and if they don’t feel the good times, they’ll get their deposit back. The launch work makes up the new platform developed for MINI Electric in the UK.
Leon Van Schie, head of marketing, MINI UK, comments: “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, The Brooklyn Brothers said: “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.”
George adds: “We feel very privileged to have been a part in sharing the next generation of this British icon, and bringing the country closer to that infectious feeling of excitement that comes with this timeless brand.”