Mini Brings Drivers Together, Launches Global Campaign

More than 3,000 Mini drivers came together for Mini Together a one-day event that encourages drivers nationwide to drive for a cause. 

Hosted by Mini USA, the nationwide event was held in conjunction with 102 participating Mini dealers. Mini is a British automotive marque founded in 1969, owned by German automotive company BMW since 2000.

The app-based road trip on Oct. 21 was followed by an evening virtual event connecting this year’s theme of showing “Big Love” for the planet with interactive activities including a seed planting.

The automaker’s charity partner, Keep America Beautiful, also received donations in excess of $14,000 from owners, with donations still open for those willing to contribute to efforts of improving and beautifying communities everywhere.



Also during the evening festivities, the starting location for the 2024 Mini Takes The States owner rally was revealed: Albuquerque, New Mexico. A big change from the East Coast-centric 2022 route, this kickoff from the southwestern United States gives owners a sneak peek at the potential route that can be expected next summer.

“We never take these moments for granted, and with so many ‘Miniacs’ gathered in one virtual space, we saw it as the perfect opportunity to get the anticipation and excitement rolling for Mini Takes The States in 2024,” says Alexia Kurz, head of Mini USA experiential marketing in a release.

Mini recently launched a global digital-first campaign developed by the Mini creative team and the agency Anomaly. The new brand environment presents a distinctive new design and a new visual language to the public.

With the slogan “Nice to Meet You Again,” the campaign celebrates the new all-electric Mini Cooper and the new Mini Countryman. 

The global campaign, which in addition to digital, also includes connected TV, print, OOH and social, takes place in a new visual world that gives Mini a completely new face.

The new, expressive visual language of the campaign aims to attract strong attention and differentiation,

Being digital-first give the automaker a wide range of options for reaching out to the Mini community with individually tailored content, says Sebastian Beuchel, head of Mini marketing and brand management.

The remix of the Technotronics classic “Pump Up The Jam,” serves as the score to the new functions of the new Mini Cooper and the new Mini Countryman.

The recurring circular shape is inspired by iconic Mini design elements, and the color scheme uses powerful color blocking.

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