MINI USA Debuts New Marketing Campaign focused on the Drive
MINI USA is on its own again. After years of MINI global defining the marketing direction, MINI USA has stepped out on its own with a new marketing campaign that feels a bit familiar – in the best way. With this new direction MINI is stepping back with a positioning that is more aligned with the brand’s launch in the US. While not as ground-breaking in execution (yet), it’s definitely more fun, more engaging and we believe better at capturing the heart of the brand in the US.
Oh and that song? It’s called Rocket Fuel by DJ Shadow (featuring De La Soul)
MINI USA | For the Drive :15 Second Version of the
Here are some more examples of this new approach.
MINI USA | Are you winter ready?
MINI USA | When Design meets Technology
MINI USA | Reinventing Space
MINI USA | MINI John Cooper Works Clubman – Square Test
<p>This is definitely my OCD kicking in, but those Clubman tail lights would have to be from two different union jack flags, and the one on the left is upside down. The F56 union jack tail lights don’t have this problem.</p>
<p>Much better advertising – MINI USA is finally highlighting the features that make MINI unique, fun, stylish and hip. Let’s hope they have the ad buy funding to get good placement and visibility to reinforce the brand.</p>
<p>These campaigns are OK and only just.</p>
<p>We are a huge MINI family. When we see one it’s instant love. But when I see these commercials .. I think: ‘oh cute/nice’ .. but not enough to do anything about it.</p>
<p>Go and watch the latest smartphone commercial (Apple / Samsung) and you will feel your pulse increase. You will become enchanted by the promise of what is being placed before you.</p>
<p>MINI is magnetic, from dynamics, to sportiness, to luxury and captivating cuteness, that is MINI .. a motorer’s dream .. yet non of MINI USA ads really get my wallet excited in any meaningful way and that, I think, is a problem.</p>
<p>Sales certainly don’t seem to benefiting greatly from the ads and I know the average consumer has already forgotten about them because these are completely forgettable.</p>
<p>I would suggest that MINI USA start from scratch and find a new art direction and style.</p>