Munich. MINI is introducing its new MINI family with the campaign slogan “Nice to Meet You Again,” celebrating the launch of the new all-electric MINI Cooper and the new MINI Countryman. The global campaign, which includes digital, TVC, print, OOH, and social media, presents a fresh visual identity for MINI. It was created by the MINI creative team in Munich and the marketing agency Anomaly.

The MINI brand has been an automotive legend that has inspired generations with its joy, unconventional approach, and innovative ideas. The new MINI family was unveiled in September 2023, featuring innovative technology, MINI’s signature driving experience, distinctive design, a new digital interface, and a commitment to becoming a fully electric brand by 2030.

The new MINI Cooper Electric combines emission-free mobility with the exhilarating feeling of driving a go-kart. As a reinvented icon with a new drivetrain, the new Cooper E and SE models stay true to their roots and retain classic design features.

The new MINI Countryman, the largest model in the MINI lineup, offers versatility and power. With its range of powertrains, it is suitable for both urban driving and more challenging terrains.

Sebastian Beuchel, Head of MINI Marketing & Brand Management, expresses that the campaign’s visually striking and distinctive language attracts attention and sets MINI apart. The “Nice to Meet You Again” campaign leverages digital platforms to engage with the MINI community through personalized content. Collaboration with agency partners Anomaly and Media Monks enables MINI to showcase the DNA of the new MINI family in a unique and emotional way, reflecting the spirit of innovation and courage seen in the new MINI models.

“Nice to Meet You Again” serves as the introduction to the new MINI edition, while “Big Love” concludes the campaign. The all-electric MINI Cooper is showcased in a stylish and charming world, while the new MINI Countryman appears more adventurous and inquisitive.

The campaign uses an extreme fisheye effect to emphasize the sensual, individual, and playful nature of the new MINI family. The Technotronics classic “Pump Up The Jam” remix complements the presentation of new features in the MINI Cooper and MINI Countryman.

The recurring circular shape in the campaign draws inspiration from iconic MINI design elements, and the color scheme incorporates bold color blocking techniques. With over 1000 assets, the campaign establishes a fresh and distinctive visual language for the MINI brand.

Fuel consumption, CO₂ emission figures, and power consumption are measured using the required methods according to Regulation VO (EC) 2007/715 as amended. These figures pertain to vehicles in the German automotive market. The NEDC figures account for differences in wheel and tire size, while the WLTP figures consider the effects of optional equipment. For vehicles newly approved since January 1, 2021, official specifications are available only according to WLTP. Starting from January 1, 2023, EU Regulation 2022/195 will no longer include NEDC values in the EC certificates of conformity.

All figures are calculated based on the new WLTP test cycle, and NEDC figures have been adjusted to the relevant NEDC measurement method where applicable. WLTP values serve as the basis for assessing taxes and other vehicle-related duties based on CO₂ emissions and, if applicable, for vehicle-specific subsidies. Additional information on the WLTP and NEDC measurement procedures can be found at www.bmw.de/wltp.

For the official fuel consumption figures, CO₂ emissions, and specific information of new cars, please refer to the “Manual on the fuel consumption, CO₂ emissions, and power consumption of new cars.” This manual is available free of charge at sales outlets, from Deutsche Automobil Treuhand GmbH (DAT), Hellmuth-Hirth-Str. 1, 73760 Ostfildern-Scharnhausen, and at https://www.dat.de/co2/.

MINI Cooper SE (electricity consumption combined: 14.7 – 14.1 kWh/100 km according to WLTP; CO2 emissions combined: 0 g/km).

MINI Countryman SE ALL4 (electricity consumption combined: 18,5 – 17,0 kWh/100 km according to WLTP; CO2 emissions combined: 0 g/km).

*All specified technical data are preliminary.