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!
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.
After the research, we were put into groups and received our second brief.
The second was to design an advertising for the newly made electric mini.
Below are screenshots from our designs presentation with our marketing presentation:
The Mini U
The logo designing was one of my main roles in the project.
The instagram page was also one of my main roles in the project.
Speech for Instagram post
Myself and the group 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 which 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 direct advertisement of the mini. No post is a sale or promotion. But, rather of everyday usage from 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 the 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-occuring hastag 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 the 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.