FEEL MINI ELECTRIC
THE CHALLENGE
MINI was arriving late to the electric market – how could we rise above the noise of electric car launches and connect with all of Britain the very first day we reveal MINI Electric?
SOLUTION
We decided to creative a world first. Rather than reveal our new MINI Electric to a select group of motor journalists and influencers, we decided to launch MINI Electric to 64 million Brits simultaneously by creating a live launch across the nation’s digital outdoor sites. On the morning of launch, every one of our posters in the UK had an iconic silhouette of the new MINI in readiness for our live reveal. Then simultaneously across the country, at noon, the icon transformed into the new MINI Electric with a campaign teasing the amazing feeling of being behind the wheel.
RESULTS
The results surpassed expectations. We met nearly half of our year-end pre-order target within just one week, searches for MINI Electric increased by a staggering 669% and we saw 111,000 new visitors to the MINI Electric webpage. And this is only the beginning...
• Cultural value – 40% share of culture vs all established Electric competitors
• Brand value – 669% growth in search volume over launch period
• Business value – 6 month pre-order targets achieved in first month
We’re the earned-first advertising agency and a global network built for the modern world.
From the outset, we built an agency capable of answering the needs of future-facing clients - those who demand big brand ideas without the heavy overheads of complex structures, multiple departments or the reliance on solely paid media. And we love to partner with ambitious marketers, who like us, believe that in today’s opt-out culture attention can no longer be bought, it must be earned first.
We always strive to create big brand ideas that truly matter, the ones that will ‘Rise Above the Noise’ of culture, rise above the conventions of category and rise above the constructs and constraints of ‘traditional’ advertising. Because we believe that these are the ideas that earn their place in consumers lives and drives business outcomes for brands.
We’ve combined the best of traditional ad agencies and the creativity of the entertainment industry with the distribution nous of a modern publisher to do this very thing. It’s how we create ideas that people & the media will want to talk about and share. We call it earned-first, but to put it simply, it’s advertising that’s so good, it doesn’t feel like advertising.
The Brooklyn Brothers strives to find new, different and effective ways of doing this for global brands such as Land Rover, Jaguar, NBC, Castrol, Lancôme, MINI, Financial Times, WaterWipes, American Express, First Direct and Photobox.