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.
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.
Rather than focus on individual parts in this make-your-MINI catalog, we invited readers to view customization holistically, considering how each component worked together to express their personality. Using a step-by-step customization approach, the catalog offered motorers more structure, let them fill in the blanks and made the entire process feel that much more personal.
Print, digital and now cotton—we worked with MINI to design original merchandise for its MotoringGear clothing collection. We developed a range of designs, tapping into everything from MINI Cooper’s rally-inspired history to the adventurous spirit of the diehard enthusiast.
In a world of bound catalogs, we found a way to stack the deck in MINI Cooper’s favor: the Card-alog, a deck of playing cards that features a different MINI accessory on every face. Printed on genuine playing card paper stock, the 52-card deck spoke to the fun-loving nature of the MINI Cooper enthusiast while serving as a passive marketing channel during play.
Adventure and exploration are inseparable from the MINI Cooper brand. A riff on classic field guides like “Handbook of Birds of the Western United States,” this catalog showed products in their natural element: the road trip. With tongue planted firmly in cheek, the catalog strikes a fine balance between product showcase and character study of the quintessential MINI Cooper motorer.