MINI

Automotive + Retail

It already had horsepower. So we added staying power.

There’s a time to stay on-script—and a time to steal the show. The MINI Cooper Let’s Motor campaign is about more than a vehicle; it’s about an entire lifestyle. Capturing that spirit, the MINI stateside launch was one of most memorable in automotive history. Good times, good times.

Insight

When BMW asked 50,000feet to help launch MINI in the United States, the challenge was clear: to establish the vehicle as a lifestyle brand that would become a part of American culture, not just another “it” car destined to fade away over time. Through engaging campaigns with components including print catalogs and collateral, direct mail and email, microsites, packaging, showroom experiences and special events, our team helped contribute to one of the most successful automotive marketing launches in history, helping MINI exceed sales projections and secure the vehicle’s status as a car for the ages.

For MINI’s Motoring catalog, we decided to mix business with pleasure by making sales collateral fun for everyone. Each spread featured a product paired with an activity, designed for good times on the open road. From games to cut-out artifacts to all manner of cheekiness, these gems of entertainment elevated the catalog’s editorial content—compelling the reader to explore (and enjoy) every single page.