MINI
A multi-touchpoint campaign that answered the real reasons people hesitate on electric. One idea, carried across film, social, the MINI app and the showroom, each piece resolving a doubt and pointing to the next step.
The brief
Grow demand for electric, against quiet hesitation.
The barrier was rarely desire. People liked the cars. They hesitated on the practical reality of living with one, the cost of running it, where they would charge it, whether it fit a real life. The campaign had one job: turn that doubt into confidence, in every place a MINI buyer might meet the brand.
The idea
Answer the doubt, one reason at a time.
Rather than argue that electric is better, the campaign answered the specific worries that hold people back, each in MINI’s own voice, warm, plain and a little playful. Cost, addressed. Charging, addressed. Everyday life, shown rather than claimed. The work ran across film, an Instagram carousel, a full series of FAQ stories, the MINI app and a dealer sales aid, so the same answers reached people wherever they were looking.
Film
Motion built for the feed.
Short, vertical films carried the campaign where most people now meet a brand, in the scroll. Each one took a single idea and made it move.
The carousel
The MINI Charge Card, the largest worry answered in seven frames.
Charging is the biggest question about electric, so the campaign led with the answer. The MINI Charge Card opens up more than eleven thousand public charge points through a single account, by card or through the app, and it comes included with the car. The carousel walked through it slide by slide, from the first plain explanation to the offer that removed the last excuse.
The questions, answered
Fifteen stories, fifteen honest answers.
The doubts people actually have are specific. How do I pay. Where does the lithium come from. At what point is an electric MINI greener than a petrol one. The campaign answered them directly in a series of FAQ stories, in plain language, holding nothing back.
At the point of sale
The same answers, ready for the showroom.
The campaign did not stop at awareness. A dealer sales aid carried the story into the showroom, helping a customer choose their MINI Electric and see the monthly cost in plain figures, so the conversation that began in the feed could be finished in person.
The outcome
Hesitation met with answers, across every touchpoint.
The campaign gave MINI a single, coherent answer to the question every electric buyer was already asking, carried across film, social, the app and the showroom. Each piece resolved a real doubt and pointed to the next step, and made the practical reasons to switch difficult to miss.
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