Mini invokes spirit of original model in ‘New Original’ campaign
Mini is kicking off a £3m campaign for the launch of its new Hatch model with a poster at Liverpool Street Station that the car marque believes is the biggest in the world as it looks to invoke the “innovative” spirit of its classic 1959 car.
By Sarah Vizard
brightcove.createExperiences();
Created by iris Worldwid, media agency Vizeum, and Posterscope, the “New Original” campaign juxtaposes the car’s new features with their original versions. These include the radio dashboard, which new includes access to web radio, music services such as Deezer and Napster and RSS news feeds.
The outdoor “Wonderwall” is 700 sheets, rather than the usual 48, and runs the length of the tube platform. It aims to highlight the benefits of the new model including smartphone connectivity and in-car navigation system.
The outdoor campaign is supported by digital, print and DM activity including ads asking “(in)frequently asked questions”. Mini is also asking consumers to tweet the names of classic books, films and music albums with a “Mini spin” using the hashtag #NewOriginalRemakes.
The campaign aims to communicate that Mini’s new Hatch combines the best of its original model with the latest driving technology. It is aimed at 25-45 year old men that love driving and want to combine it with their passion for technology.
Michelle Roberts, general manager of brand communications at Mini UK, says: “We created “New Original” to let consumers know that they can now have the best of both worlds: Mini’s feisty, fun-loving spirit of the original 1959 model, with all the latest cutting-edge technology.”
