With a brand new technology of vehicles to advertise, BMW-owned British automotive model Mini is again with a 360-global marketing campaign that goals to convey the progressive options of its all-electric Mini Cooper and Mini Countryman fashions.
Created by Anomaly with manufacturing from Media.Monks and selling the tagline ‘Good to Meet You Once more,’ the 2 enthusiastic 45-second movies individually promote every of the automobiles and have a constant tone throughout each. With “Pump Up the Jam” from Technotronic taking part in, the movies tackle the automotive’s standpoint and the individuals they work together with, utilizing a fisheye lens to showcase these eclectic drivers.
Providing a primary take a look at the brand new designs of the long-lasting fashions, the 2 adverts observe the vehicles throughout completely different terrains, cities and colour themes as they work together with their passengers on their various and at instances, very completely different adventures.
It additionally showcases the interactive know-how that each fashions include, together with the OLED show that greets the motive force like a buddy, the inside that adjustments to suit their temper or the headlight that winks once they open the automotive.
“With the ‘Good To Meet You Once more’ marketing campaign for the market launch of the New Mini Household, we’re as soon as once more proving that Mini is at all times breaking new floor in advertising,” Sebastian Beuchel, head of mini advertising and model administration advised Adweek. “The brand new, expressive visible language ensures robust consideration and differentiation, and the conception of the marketing campaign within the sense of ‘digital first,’ affords quite a lot of potentialities for addressing the Mini group with individually tailor-made content material.”
Joe Corcoran, ECD, Anomaly London stated that the marketing campaign celebrates the return of an automotive icon that’s imagined across the driver’s expertise because it was designed in 1959.
“Extra human, extra private than anything. The vehicles are a leap ahead in design, and we gave ourselves the problem of giving them a cultural reintroduction, which is how we bought to ‘Good to fulfill you once more,’” he continued. “Like with the vehicles, Mini have been nice at permitting the work to be free of the frequent tropes of automotive promoting. Displaying individuals in a extra attention-grabbing, up shut and private approach, with summary ‘pumps’ to specific product options.”
