Feet up! Forget driving!
Selfie time! Mini got de wheel!
It's a no hand drive in someone's car!
In a rush? Hands off and lipstick on!
Brief: Create an exciting campaign for a new
autonomous, all-electric MINI set to launch
2020. The campaign will launch in two
locations: Los Angeles and Hamburg. Name the
car and give it personality to gain attention in
the market.
autonomous, all-electric MINI set to launch
2020. The campaign will launch in two
locations: Los Angeles and Hamburg. Name the
car and give it personality to gain attention in
the market.
A new logo was made to express the branding image of the Mini U.
Our Brand
We chose the name MINI U because MINI has always been about the expression of you.
You are the most important part of MINI. The naming of the U goes against normal MINI
naming conventions because the consumers are always challenging the status quo, and
the new U is completely challenging normal car conventions. With the new all-electric
technology and autonomous driving, the MINI U is totally different from all the models that
came before it. The U is the forerunner of a completely customizable electric and
autonomous vehicle, letting you express yourself on the road.
You are the most important part of MINI. The naming of the U goes against normal MINI
naming conventions because the consumers are always challenging the status quo, and
the new U is completely challenging normal car conventions. With the new all-electric
technology and autonomous driving, the MINI U is totally different from all the models that
came before it. The U is the forerunner of a completely customizable electric and
autonomous vehicle, letting you express yourself on the road.
Working in a team. Van (left) and I would work on the logo!
Before the introduction with working on the Mini Cooper. I had to research the use autonomous driving and electric cars in Germany. This brought me towards the idea of how autonomous driving can positively and negatively impact on roads and other infrastructure.
Finding a our brands identity.
An Instagram mock-up of our Mini U Brand. The decision to use Instagram was a means to appeal to a Generation Y and Later on a Generation Z audience.
Collaboration with the instagram page.
The Instagram page was also one of my main roles in the project.
Instagram post
The group and I established an Instagram page to be consistent with the audience. It is in the hopes to establish a “mini-cooper-audience”. On the page, there are frequent posts and reposts by our “miniu_offical” page.
These could include pages such as this; driving is ‘ruff’. A cringe dad joke indeed, but the frequent posting emphasises the nature of the mini cooper world.
It’s this world that we want to emphasise with our campaign of the mini U. It’s that you are the driver, you are the one to enjoy yourself, to be yourself in the world of mini. In addition, there is even the opportunity to lose yourself from depending on driving, thanks to the gradual development of the car being autonomous.
With the content posted, it isn’t entirely a direct advertisement of the mini. No post is a sale or promotion. But, rather of everyday usage by ordinary drivers who have their ways of self-expression. They’re being the “U”, they’re the ones who demonstrate a positive experience behind the wheel.
There's even eye-popping imagery with the current prototype model of the Mini electric. In it we captioned “look! No hands!!” with hashtags alongside it to portray where it connects. And re-occurring hashtag is our miniUlifestyle to reflect upon our campaign advertisement of U being U when using the mini cooper.
The whole idea for creating the content on Instagram is for the customers to love it.
We chose Instagram as it is one of the most popular social networks worldwide.
As of July 2019, 34 % of global Instagram audiences were aged between 25 and 34 years, with 18-24 being 31 % as runner-up. With two-thirds of total Instagram audiences being aged 34 years and younger, it does make the platform very attractive for marketers.
