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Industry Cars
Media Case study
Market United Kingdom
Agency Iris London
Released August 2013

Credits & Description

London, 1st August 2013: MINI UK has created a unique campaign to launch its NOT NORMAL global brand positioning in the UK. The nationwide initiative, which will be appearing online and on digital poster sites across the UK, has been designed to showcase the ‘NOT NORMAL’ creative relationship British consumers have with their MINIs, by using imagery created, inspired and produced by MINI fans.
iris has sourced hundreds of different images from social media sites that feature lovingly crafted MINI inventions, created by fans. They include innovative adaptations of MINI vehicles, such as the MINI bed and MINI office desk, as well as MINI chandeliers, MINI costumes and even MINI body art. The brand pays tribute to the creations in its latest campaign.
Shaun McIlrath, Executive Creative Director of iris Worldwide, said: “MINI is a genuinely iconic brand with millions of fans worldwide. A vibrant creative culture emerged spontaneously around the brand and has existed for over 50 years. We wanted to showcase that creativity and the fact that truly inventive brands don’t just generate fans, they create inventors.”
Anna Inglese, National Communications & Direct Marketing Manager at MINI, said: “The MINI brand, at its heart, is about inventiveness, excitement and fun. 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. It’s less of an ad campaign and more of a ‘thank you’ to all the creative people who love MINI.”
As part of the project, iris has also created an online film asking the public to help MINI track down those images and inventors they haven’t been able to find, so that they can celebrate their creations as part of the next phase of the dynamic campaign. The film will go live at launch on 1st August, alongside social media activity and a global TV advert. Consumers will be encouraged to ‘join in’ by posting their images online along with the hashtag #MININOTNORMAL.
Full digital out of home activity will commence 12th August, including a unique live takeover of London’s Cromwell Road. Seven large digital screens along the road will celebrate MINI drivers as they pass, by posting a personalised message for them.
The campaign will run for eight weeks. iris has also coordinated a nationwide blogger campaign, as well as events at MINI dealers across the UK.
“People forget the things that brands say. They even forget most of things brands do, but they never forget the way a brand makes them feel,” commented McIlrath. “This campaign shows how MINIs make people feel - excited, full of fun and inventiveness.”
Media for the campaign was bought and planned by strategic media agency Vizeum.
MINI consolidated its £10m integrated advertising account into iris in December 2012. Since then, they have launched several campaigns including a 360 campaign to celebrate the launch of the new MINI Paceman in April.