Launch promotion
and event experience
for the new All-Electric
MINI Aceman
Launching the new all-electric MINI Aceman
MINI were launching the third car in their new line-up, the new all-electric MINI Aceman.
This wasn't just another car; it was positioned as a crucial cross-over from the beloved Countryman and Cooper lines, ideal for city customers. The strategic insight highlighting its five doors, with room for everyone, was already a key element in national campaigns, providing a solid foundation for our localised launch efforts.
The copywriter and I took the strategic intel and the overarching national messaging to translate it into an engaging launch campaign for the Aceman. We delved deep into the core proposition: a versatile, electric MINI perfect for urban life and beyond. The key was to move beyond just stating features and instead tap into the feeling and lifestyle of driving this car.
Our central idea was a direct celebration of this urban energy. We envisioned a campaign that would invite prospects to ‘feel the beat of the street’. This phrase became our creative anchor, become part of the city's pulse. We wanted to convey that the Aceman was the perfect companion for this lifestyle, encouraging people to bring friends and family along, leveraging the five door, more room for everyone national message, and have an exciting first introduction to the MINI brand.
Pre-Event Buzz
We generated excitement through a phased digital and print campaign. For visual styling, I drew inspiration from festival and gig wristbands and their marketing materials. Inspired by these elements, I introduced a wristband banner across our assets. Emails and social media teasers provided glimpses of the new model, building intrigue without revealing a full view before the unveiling. Press advertisements mirrored this approach, showcasing parts of the model to spark curiosity.
For the social media content, I collaborated with our animator, sharing an initial storyboard that included timings, motion notes, and visuals with them.
An inspiration guide was shared with retailers before they planned their event
The purpose of the guide is to help retailers reach full potential and follow the proposition. Helping them engage the attendees through-out the event. This varied from lighting, to encouraging them to incorporate live music and/or their choice of entrainment, hiring local street food vendors, and creative bespoke MINI mode experience mocktails, inviting attendees to sip on the MINI experience.
Within the guide there is a breakdown of resources, varying from digital assets available on web portal, to provided printed handouts for the event.
Retailers fed back positively on the inspiration guide, and the scalability on the recommendations.
The printed were designed to help attendees feel relaxed and to align with the overall theme of the event
Imagine stepping into a vibrant world where the essence of MINI comes alive. Upon arrival, guests are greeted with a unique printed handout shaped like a vinyl record, instantly breaking the ice and setting a playful tone for the event. They encounter model highlights and an overview of the "MINI rules," styled like a playlist, which outlines what being apart of the MINI community is.
To enhance interaction, each guest receives a personality quiz designed to match them with one of the MINI experience modes, which can be seen s on the OLED screen on the models dashboard. This fun activity allows participants to explore how different modes align with their personality and see who they are in their crew, aligning to the original proposition of five doors, more room for everyone.
The excitement builds with a countdown video played on the screen at the retailer sites
For this animation I storyboarded the design and shared with our animator, music was added to build excitement with each number. you can see the volume lines pulse, these were aligned to the music also.
After the reveal, attendees were welcomed to explore the new All-Electric MINI Aceman and try out its features.
Social media was integrated seamlessly; guests were encouraged to share their personality quiz results, using the OLED screen to reveal who they are while seated in the MINI Aceman, thereby enhancing engagement and creating buzz around the event. While in the car, they also get to meet the sixth member of their crew, Spike, the intelligent personal assistant.