• by Tanya Gazdik , February 18, 2022

Mini USA is launching three special editions, each with its own product personality and aimed at a distinct customer. 

This is the first time that Mini will produce a full range of special editions across the current model lineup, all at the same time.

The launch of the Untamed, Untold and Resolute models will be supported with paid media across digital, social and search, says Patrick McKenna, department head, Mini marketing, product, events and strategy.

“We will be launching an entire campaign that’s got some amazing music,” he says. “I think it’s probably one of the most ambitious and exciting usages of 3D CGI and video that I’ve seen. I think it matches the excitement we have around these new editions.”

Within digital, the automaker will leverage high impact units, web page takeovers, programmatic video and CTV. 

Social includes Facebook, Instagram and TikTok where the automaker will leverage video, carousels and static creative in-feed and in stories. 

Mini USA  has also partnered with Meta and Playhybrid to continue to bring more models into AR via social. The AR experiences will allow consumers to view Special Edition colors and features.

Media efforts will run from March through May. The creative will be developed leveraging globally generated assets and some locally created assets in collaboration with Mini’s U.S. agency, Pereira O’Dell, and media buying support from Universal McCann.

Resolute emphasizes the individuality and traditional style of the original in the premium compact SUV segment, according to the automaker. Untold features the versatile qualities of the Mini Clubman, in combination with its design and unique body concept. In the Untamed edition, the Mini Countryman is offered as a good pick for outdoor adventures.

Because of supply chain challenges, about 60% of Mini sales are currently custom orders, the highest percentage in at least 10 years, McKenna says.

“The one key benefit is the customer are getting the exact car that they want to have,” he says. “There’s always a bit of compromise if you take a car from stock, on the showroom floor. That gives you immediate gratification — we aren’t as able to deliver that as much — but the beauty of the custom-ordered cars is, you are getting something bespoke.”