MINI
50th ANNIVERSARY CAMPAIGN

MEGA-FESTIVAL WITH BRITISH ICON PAUL WELLER HEADLINING CREATES GLOBAL BUZZ FOR MINI’S 50TH ANNIVERSARY.

BRIEF
To develop a talent and content strategy for MINI’s 50th anniversary to bolster the PR and social media campaigns.

RESPONSE
We secured Paul Weller as anniversary brand ambassador and headlined the MINI United Festival at Silverstone race track, the largest MINI fan event ever. A song that Weller recorded with the newcomer band Twisted Wheels was made available exclusively through MINI's website. The British icon designed a Mod era-inspired Cooper for auction to benefit a music therapy charity.

RESULTS

The exclusive track and content generated meaningful PR and social noise. Our choice of talent and our activation strategy boosted awareness for the anniversary campaign – and strengthened MINI’s DNA as a true British icon delivering global coverage in lifestyle press with over 85m impressions.