The eight-week campaign will consist chiefly of images of Minis – including those adapted into objects such as beds, desks and chandeliers – created by Mini owners that were sourced from social media sites, plus an online video detailing its ethos (see above).
The campaign helps celebrate the “inventiveness at the heart of the Mini brand”, according to Anna Inglese, Mini’s national communications and direct marketing manager.
“That’s reflected in the way people react to our products. Social media is full of amazing Mini creations; we’re simply surfacing them to show how Mini owners feel about their cars,” she adds.
The campaign was conceived by creative agency Iris, which claims the rationale behind the executions was to tap into existing behaviours of Mini owners, instead of typical “command/response” style marketing.
Shaun McIlrath, Iris Worldwide’s executive creative director, says: “A vibrant creative culture emerged spontaneously around the brand and has existed for over 50 years. We wanted to showcase that creativity.”
Outdoor executions are scheduled to kick off on 12 August using contributions from the MINI network with digital outdoor media agency LivePoster enabling the executions to be published in real-time.