Dubai Lynx

MINIMALISM

SERVICEPLAN MIDDLE EAST, Dubai / MINI / 2022

Awards:

3 Gold Dubai Lynx
1 Silver Dubai Lynx
2 Shortlisted Dubai Lynx
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Overview

Entries

Credits

Overview

Background

Since 1959, MINI has stayed true to its roots: a simplistic, iconic design with outstanding longevity that inspires fans this day. The brand stands for an urban lifestyle with maximum experiences in a minimalistic space. But today’s models offer more than just an efficient and creative way to get around. They are technology-packed with state-of-the-art safety and comfort features. This is well known to MINI drivers, but not so much to people outside of the car’s fanbase.

Idea

MINImalism – a feature communication built from the iconic MINI logo’s wings. We turn those stripes into versatile design elements to communicate the new features and assistants, as simplistic and iconic as the car itself.

Execution

The stripes taken from the logo’s wings showcase the car’s new features and assistants – from Adaptive LED Headlights to Park Distance Control – and allow us to build functions and surroundings in a surprising but simple way. This new design language is used across different outdoor and indoor channels where the iconic elements are instantly recognized –creating true MINImalism, as simple and timeless as the car itself.

Outcome

• Features awareness among target group + 40 percent

• Online test drive bookings during campaign period up by 25 percent

• 5 million impressions in relevant media for creative class

• $2mn in earned media

• Brand love score up by 38 percent

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