“Nice to Meet You Again”: Mednarodna kampanja ob predstavitvi nove družine MINI vozil.

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Munich. Under the motto "Nice to Meet You Again MINI is launching ‘The New MINI Family’ campaign today celebrating the New All-Electric MINI Cooper and the New All-Electric MINI Countryman. The full 360 global campaign, encompassing TVC, OOH, social and digital, supported by a new campaign visual world brings entirely new attitude to the much loved and known brand and was created by the MINI Creative Team and the marketing agency Anomaly.

The cult classic, the MINI, is back. This time with a new generation of cars that are more MINI than ever. Full of enthusiasm, always unconventional and packed with ideas, the MINI is an automotive legend, much loved through the generations from old to young. 2023 sees the presentation of the new MINI family - embracing innovative technology while retaining the driving fun and identifiable design that MINI is renowned for and a new digital experience, fulfilling their pledge to be a fully electric brand by 2030.

The New All-Electric MINI Cooper combines locally emission-free mobility and electrified go-kart feeling. An icon reinvented, with a completely new powertrain, the new Cooper E and SE variant sticks to its roots and its classic design cues.
The largest MINI model, the new MINI Countryman is the first MINI to be manufactured in Germany. Versatile and powerful the New All-Electric MINI Countryman is perfect for the city and for more challenging terrain.

"The new, expressive visual language of our campaign "Nice to Meet You Again" ensures strong attention and differentiation. And the conception of the campaign in the sense of "digital first" offers a variety of possibilities for addressing the MINI community with individually tailored content. Working with our agency partners Anomaly and Media Monks was a very creative process that allows us to communicate the DNA of the new MINI family in a unique and emotional way. Just like the new MINI models, the associated marketing also demonstrates innovation and courage for new solutions," says Sebastian Beuchel, Head of MINI Marketing & Brand Management.

Highlighting the new MINI’s progressive features, whilst also celebrating the brand’s heritage, the new campaign from Anomaly, reintroduces the iconic car brand to a new generation. ‘Nice to Meet You Again’ showcases the MINI’s iconic status and its place, as a brand, within culture. In addition to the brand claim "Big Love”, “Color-Blocking" is the focus of the campaign, which above all follows the digital approach and presents consistent content worldwide. 

The cars in the campaign are centred around and built for humans. Personality and emotion and individuality are woven throughout the MINI family. The New All-Electric MINI Cooper, the icon, explores a stylish and charming world. Whereas the New All-Electric MINI Countryman is more adventurous and curious.

The films see the world through the car’s interactions with people. Using an ultra fish-eye ‘warped’ technique, the viewer sees how sensorial, personalisable and playful the new MINI family is. Set to Technotronic’s ‘Pump Up The Jam’, the new features of the New All-Electric MINI Cooper and the New All-Electric MINI Countryman are showcased. A song that became cult again through a new edition and thus fits perfectly to the new MINI family. From the OLED display that greets you like a friend, to the interior that changes to fit your mood, or the headlight that winks at you when you open the car. These interactions are reflected in transitions or ‘pumps’ that run through all film, print and digital work. The circularity is inspired by iconic MINI design elements from the brand’s inception, through every car right to the most modern iteration, the central focal point is embedded in MINI’s design heritage.

Joe Corcoran, ECD, Anomaly London said “Like with the cars, MINI have been great at allowing the work to be freed from the common tropes of car advertising. Showing people in a more interesting, up close and personal way. With abstract ‘pumps’ to express product features. All set to an absolute late 80s belter.”

The two 45’ TVC’s follow the New All-Electric MINI Cooper and the New All-Electric MINI Countryman across different terrains, cities and colour themes as they interact with their passengers on their varying, and at times, very different adventures. In addition to this classic format, clips and artwork complete the campaign, which is rounded off by colourful mounts. Over 1000 assets create a new, unique visual language for the MINI brand.

The main campaign will go live globally on Wednesday the 18th October. Markets such as EU, UK, USA, China, Japan and South Korea will follow soon.

In case of queries, please contact:
Corporate Communications

Julian Kisch, Spokesperson Product Communications MINI
Tel.: +49-89-382-38072
E-mail: julian.kisch@mini.com

Andreas Lampka, Head of Communications MINI
Phone: +49-89-382-23662
E-mail andreas.lampka@mini.com