Omar Oakes
Jan 18, 2018

Mini lines up agencies for first electric car marketing push

German creative shop Jung von Matt, Mini's lead global agency, is pitching for the new brief, against Anomaly, Droga5 London and We Are Pi.

Mini lines up agencies for first electric car marketing push

Mini is holding talks with ad agencies ahead of a global marketing push for its first fully electric car.

The BMW-owned brand unveiled a design concept last year for the new Mini Electric, its first fully battery-powered model.

German creative shop Jung von Matt, Mini's lead global agency, is pitching for the new brief, against Anomaly, Droga5 London and We Are Pi. 

Jung von Matt created last year’s "The faith of a few" brand campaign, which told the story of legendary Mini Cooper creator John Cooper. 

BMW has described the Mini Electric, due for production in 2019, as having a "powerful electric motor", Campaign’s sister magazine AutoCar reported last year. The electric motor will be built in Germany before being shipped to Mini’s plant in Oxford, UK, for assembly. 

A spokesman for BMW Mini told the Oxford Mail this month that Mini had sold nearly 1,000 units of its first electrified vehicle, the Countryman Plug-in Hybrid, since it was launched in June last year, which had raised expectations that the fully electric Mini will be a success. 

Sales of the existing Mini dropped by 1.2% in 2017 to 68,166, according to figures from the Society of Motor Manufacturers and Traders. 

The Mini Electric will also represent a major design shift for the car marque, which has entered its third decade as a BMW brand, AutoCar reported.

BMW did not return a request for comment from Campaign.

You might also like...

Mini’s Japan story highlights importance of uniqueness for MNC brands
The BMW Group car brand continues to grow thanks to distinct positioning and British heritage.

 

 

Source:
Campaign UK

Related Articles

Just Published

5 hours ago

Samsung upcycles handsets to support fight against ...

Live feeds will be streamed from the Balule Nature Reserve in South Africa.

5 hours ago

The unlimited potential of live storytelling in ...

Brands like Standard Chartered, Uber Eats and Mastercard achieve impact by marrying human emotions with the unpredictability and excitement of live sports.

14 hours ago

Visa names new APAC head of marketing

Danielle Jin will take over the position left open by the promotion of Frederique Covington Corbett to a global role.

17 hours ago

Initiative's Amy Armstrong elevated to global CEO, ...

Baxter will serve as chair of Initiative before taking up a new leadership role at IPG focused on "transforming and elevating" other areas of the group's portfolio.