ANIMATE YOUR MINI WORLD: international BIG LOVE launch campaign for the new MINI Edition models.

Munich. The new MINI Edition models are due to hit the showrooms in spring 2022. For the first time, all current models of the tradition-steeped British premium car manufacturer will be launched at the same time, each in its own special edition. The market launch will be accompanied by an equally novel form of communication. An international campaign under the claim BIG LOVE presents the MINI 3 door with the all-electric variant MINI Cooper SE (combined power consumption: 17.6 – 15.2 kWh/100 km according to WLTP; combined CO₂ emissions: 0 g/km) as a highlight, along with the MINI 5 door and the MINI Convertible in the Resolute Edition, the MINI Clubman in the Untold Edition and the MINI Countryman in the Untamed Edition – each as an individual vehicle character in a virtual world of its own. Each is showcased in surprising and impressive style in a 100 per cent digital format using the very latest full CGI (Computer Generated Imagery) animation technology.

The campaign adopts an integrated approach that makes use of all MINI brand communication channels along the customer journey. The numerous visual content formats targeted at the sales funnel creates a completely new look: using everything from AR animations, stories and reels through to various types of online ad, MINI gears its content precisely towards a digital-savvy audience. The innovative approach adopted by the BIG LOVE launch campaign enables MINI to address target groups in the markets even more selectively, closely aligning it with local priorities.

“The campaign for the new MINI Editions is our first major global project to be produced by The Marcom Engine, BMW Group’s new European agency platform. It’s the first full CGI production to reflect fun, style and the theme of BIG LOVE by featuring the personalities of these unique vehicles,” says Sebastian Beuchel, Head of MINI Global Brand Management. “Working with Anomaly London on the creative concept and with The Marcom Engine including Man vs Machine with their CGI expertise in production and delivery, we were seeking to create a truly bold, digitally-focused communication that would resonate with all our various audiences, no matter what stage of the buying process they are at.”

The central building blocks of the campaign are computer-generated images and virtual animated films. Using 3D computer graphics, images and films are created showing detailed vehicles in a setting that transcends the boundaries of reality.

The MINI Edition models always play the leading role in the animated short films. Each model is showcased and brought to life in its own lively animated world. The protagonists of the films are presented with their exclusive design and equipment features, demonstrating hallmark MINI go-kart feeling with state-of-the-art visual effects – without the cars ever touching a real road.

“Our campaign creates a virtual world for the new MINI Editions beyond the realm of day-to-day reality in which their unique character is the clear focus. It is fully animated and designed in the unmistakable MINI style,” says Anita Skocic, Head of Global Marketing Campaigns. “We use highly advanced CGI technology to push the boundaries of conventional forms of representation so as to convey to the audience that unique MINI feeling.”

The campaign also includes the launch of an online showroom by MINI where fans of the brand can interactively find out about the new Edition models with pictures, videos and 360-degree views. The new vehicles can be viewed on a digital turntable from all conceivable perspectives, both as an overall image in wide angle and via close-ups that clearly show all the details. The showroom for the new MINI Edition models will go online at www.MINI.com as well as on the various country websites. The campaign is also available for use by all MINI dealers and branches.

In case of queries, please contact:
Corporate Communications

Julian Kisch, Spokesperson Product Communications MINI
Tel.: +49-89-382-38072
E-mail: julian.kisch@mini.com

Andreas Lampka, Head of Communications MINI
Tel.: +49-89-382-23662
E-mail: andreas.lampka@mini.com

Jennifer Treiber-Ruckenbrod, Head of Communications MINI and BMW Motorrad
Tel.: +49-89-382-35108
E-mail: jennifer.ruckenbrod@bmwgroup.com