MINI
FEEL MINI ELECTRIC

The Challenge

How to rise above the futuristic, neon-blue world of electric car advertising and make MINI Electric a truly desirable electric car that you can’t wait to get behind the wheel of.

The platform

We didn’t just launch a car, we launched a feeling.

Why? Because the best thing about MINI Electric is how it feels to be behind the wheel.

In an innovative, real-time launch, timed with the global reveal of the car, we shared the almost inexpressible MINI Electric feeling with Britain. At 12.30pm a silhouette - instantly recogisable as the iconic MINI shape - transformed to show the MINI Electric in all its glory. Everywhere the MINI Electric was seen, we used contextually-relevant, quirky quips that stood us far apart from the standard automotive clichés, with no electrifying puns in sight.

Most importantly, we didn’t just launch a feeling, we guaranteed it. The Feel Good Guarantee promised that if people weren’t feeling MINI Electric after their first test drive, they got their money back – a first in automotive.

The response

The results were staggering, meeting nearly half of our year-end pre-order target in just one short week. And this is just the beginning.