“NOT NORMAL” – MINI brand campaign
Unconventional, high-energy campaign enters next phase
July 11th 2013 - The new MINI brand campaign has got underway with an established “NOT NORMAL” claim. The global campaign conveys the brand’s individual, high-energy attitude to life and highlights the strong emotional and personal connection between driver and MINI. “NOT NORMAL” focuses on MINI’s strong, independent character. The campaign, which integrates the full range of MINI products, will be rolled out worldwide through all communication channels.
At the heart of the MINI brand campaign are two new TV spots. The emotionally-powerful “A FRIEND FOR LIFE” spot shows in a humorous way how MINI is a lifelong companion for young and old alike in all situations of life. In typical MINI style, the spot shows people in various stages of their lives who all share one thing in common: their passion for MINI. The spots have different endings: One shows former rally driver Rauno Aaltonen as an enthusiastic MINI fan.
The second TV spot, “BAND OF MINI”, shows four MINI drivers in different MINI models who meet at a crossroads all listening in synch to the song “I Believe In A Thing Called Love” by The Darkness. The four come together to form a MINI band with a difference. The drivers share a love of MINI, the same individual attitude to life and similar interests – in this case, the same taste in music. The final scene shows bulldog Tillman, the famous skating English bulldog, riding his skateboard.
The print campaign uses various colourful motifs with mischievous headlines to tell out-of-the-ordinary “NOT NORMAL” stories. All motifs share the same look and feel, and depict the personal bond between a MINI and its driver: for example, with the image of a MINI owner celebrating his MINI’s birthday with a cake in the garage, or a MINI whose driving dynamics are a source of artistic inspiration.
The campaign will also run in all relevant online channels. Social media, in particular, will present an unconventional interpretation of the brand campaign with an exciting international kick-off. An interactive live event will launch in London on 29 July 2013: MINI will bathe the British metropolis in a new light, spotlighting Big Ben, Westminster Abbey and the Queen. Fans across the world can transform the entire city into a true NOT NORMAL place-to-be interactively and in real-time. A trip from the digital world to the real city of London awaits the MINI brand community.
Agencies involved:
Concept, TVC and Print: BSSP, San Francisco
Film production: Sterntag Film GmbH, Hamburg / Director: Bruce St. Clair
Photographer: Igor Panitz
Online: AKQA, Amsterdam
Social Media: KKLD, Berlin
Key channels which will run the campaign:
www.facebook.com/MINI
www.twitter.com/MINI
https://plus.google.com/+MINI
www.pinterest.com/officialMINI
www.youtube.com/MINI
About MINI
Since its launch in 1959, MINI continues to redefine small car design. A car of substance in abundance, MINI enjoys worldwide popularity among all ages and groups. In fact it was the first small car to achieve genuine global success. MINI not only has a history, it also has its very own personality. A trendsetter in its own right, MINI sets itself apart through its unique interpretation of style and design. Acquired by the BMW Group in 1994, the MINI brand includes the MINI Hatch, MINI Cabrio, MINI Clubman, MINI Countryman, MINI Coupé and MINI Roadster, the MINI John Cooper Works range of models and now the MINI Paceman.
