The new MINI Clubman launch

The challenge – To break the MINI stereotype of smallness and frivolity by showing the new Clubman’s stylish, spacious and well equipped credentials.

The solution – A bold invitation to trust what you think when you see it and ‘GO WITH YOUR GUT’. This is also the first major campaign of MINI’s new more mature look and feel.

This allowed us to create provocative OOH, Print, Radio, Digital and CRM encouraging our audience to trust their instinctive reactions to this striking new MINI.

  • Role Concepting and copywriting.
  • For MINI UK

The key campaign execution ran across Press, OOH and Digital.

High profile OOH ran at Waterloo Station and Cromwell Road.

In situ at Waterloo Station.

Posters and press championed your first thought when confronted by the striking new MINI Clubman, by confidently replying to it, reassuring you that your gut was spot on.

To highlight the spaciousness of the new MINI Clubman, ‘THINK BIGGER THAN YOU THINK’ ran across traditional posters with two stage digital posters and online banners swapping out the second half of the message to land the advantages of more space.

6-5-4-3-2-1- GO – WITH YOUR GUT.
Showroom digital screen content counting down through the compelling features.

Special executions placed next to competitor posters took the ‘GO WITH YOUR GUT’ thought one step further. Offering a cheeky opportunity to make the more interesting choice.

The launch spot highlighted how a gut reaction can be an interesting one. And invited our audience to put theirs to the test.

Space for the style conscious.

Surprising spec and sophistication as standard.

eCRM followed the lead of the campaign by reassuring our audience that their instinct was right by playing into the ‘GO WITH YOUR GUT’ positioning too.