Channels: CRM, Web, Social, Digital

Launching a new car into a crowded space is a tough enough task, but layer on the challenge of doing it during a global lockdown, and there you have a pretty sticky situation.

Bringing MINI’s first-ever electric car to market was about so much more than showcasing a shiny new model. Even before Covid put a spanner in the works. It was about unveiling a brand-new feeling. A feeling of excitement, optimism and joy. And though we couldn’t help prospective buyers actually experience the car, we could help them experience the MINI Electric feeling.

So that’s what we did. Directly into inboxes, social feeds and mobile screens.

Every communication, in every channel was designed to bring consumers a little bit of the MINI Electric feeling, bringing a burst of optimism and warmth. The idea was to create three distinct streams of communication, to reflect where people were in the journey, so that each person would receive communications tailored to them.

Finding the right tone for MINI Electric was crucial.

Where other automotive brands positioned their electric offerings as futuristic and neon, we grounded MINI Electric in the now. The truth is, consumers don’t all want to drive something that loosely resembles a spaceship. They want the car they love, with an electric motor. Something built to pollute less, but drive just the same. And we had something that did just that.

As the lead copywriter across CRM, digital and web, I devised a cheeky, playful tone bursting with feel-good energy and MINI charm. Below you’ll see how that came to life across multiple channels.

Scroll through the gallery below to get to know the MINI Electric campaign tone better.

…AND WHILE WE’RE ON THE SUBJECT OF MINI ELECTRIC

I’ve shown you some of the campaign content from the B2C launch, but thought I’d take the opportunity to prove that I can talk business too. Below you’ll see the print ad I crafted for fleet audiences, who might be considering a MINI Electric as their next company car.