Celebrating a NOT NORMAL relationship.
We were proud to create MINI’s first brand activity in 6 years, bringing the global ‘NOT NORMAL’ brand positioning to life in the UK. But how could we make the ‘NOT NORMAL’ umbrella relevant to UK consumers to celebrate the MINI brand?
Following the insight that MINI drivers have a unique relationship with their cars, the campaign pays homage to MINI owners by celebrating the creative ways they show their love for the brand.
We've sourced hundreds of images that feature lovingly created MINI inventions (such as MINI furniture, cakes and even body art!) and made them the centre of a participation campaign which spans out of home, digital, social, TV, PR, CRM, dealership activity and events. An online film asks the public to help MINI track down those images and inventors they haven’t been able to find.
Consumers are encouraged to join in by posting their images at MINI.co.uk and on the MINI UK Facebook page accompanied by the hashtag #MININOTNORMAL
We then went one step further and showed MINI drivers, the love for them. Nodding back to the good old days when MINI owners were known to ‘salute’ each other on passing, we brought this back, but re-invented it for the digital age. We created a unique and innovative media takeover in London’s prime location – Cromwell Road.
A team of eagle-eyed spotters, (who sat an exam to prove they knew their Hatch from their Countryman) lay in wait to instantly activate personalised salutes to each MINI driver. Each salute matched the colour and model of MINI on the posters to the one they were saluting.
Digital posters spoke directly to 2,000 MINI drivers whilst some drivers were even lucky enough to receive a treat.
As consecutive posters guided drivers to an experiential area where they got Bacon butty's for breakfast, others had their MINI washed, or got a tank full of petrol. MINI even helped drivers score brownie points by giving them bouquets of flowers to take home for the other half.