Mini has launched an exciting marketing initiative called ‘Agents of Fun’ to promote its new John Cooper Works (JCW) lineup. This campaign, which will feature at Cineworld theatres across the UK for three months, stars Jack Lowden, known for his role in Apple TV’s successful spy series Slow Horses.
Designed by the creative agency Monks, the campaign includes a hero film, along with short promotional clips referred to as blipverts, an online booking takeover, and specially branded cinema foyers. The highlight of the campaign is a promotional spot that showcases various stunts performed using the new JCW model. Interestingly, the stunts are initially presented as redacted before being fully revealed in behind-the-scenes content.
Jeremy Kolesar, the creative director at DCM Studios, praised Mini’s innovative approach, stating that the campaign effectively utilizes the cinematic experience to create engaging touchpoints for audiences. He noted that such vibrant activations offer a unique advantage for brands looking to leverage the full potential of cinema.
Additionally, Mini has partnered with Picturehouse’s Outdoor Cinema as the headline sponsor, where it will introduce various engaging activities. Among these, a Mini JCW will be repurposed into a photobooth, and anyone signing up for a test drive will receive complimentary popcorn. Attendees can also enjoy branded blankets, pillows, and wristbands during the events.
Eponine Atkinson, planning partner at iProspect, expressed excitement about collaborating with Mini on this bold campaign. She emphasized the team’s commitment to aligning every aspect of the campaign with Mini’s brand goals, ensuring a lively, energetic, and immersive experience that vividly brings the JCW to life on screen.
This campaign not only highlights Mini’s innovative marketing strategies but also demonstrates a commitment to engaging customers in a fun and interactive way. It is encouraging to see automotive brands think outside the box to connect with audiences, particularly through dynamic platforms like cinema.