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“NOT NORMAL” – the new MINI brand campaign

With the launch of the new Paceman MINI also started a new brand campaign. The new claim: “NOT NORMAL”. The worldwide campaign conveys the brand’s individual, high-energy attitude to life. “NOT NORMAL” shines the spotlight on MINI’s strong, independent character – driving a MINI is expressing the way you live. Alongside the classic communication channels,... Read more »

With the launch of the new Paceman MINI also started a new brand campaign. The new claim: “NOT NORMAL”.
The worldwide campaign conveys the brand’s individual, high-energy attitude to life. “NOT NORMAL” shines the spotlight on MINI’s strong, independent character – driving a MINI is expressing the way you live.

Alongside the classic communication channels, the campaign will also run online – especially in the social media. Users will be integrated into the images of the online film and print motifs and will themselves become part of MINI. As of this NOT NORMAL belongs everywhere. At first there is a new Facebook-App – the NOT NORMAL RIDE. You there can choose a city, choose a style and get ready to ride in a MINI branded with your face!

Published: 3. October 2012

About the author

Jonas Eling is a freelance motoring journalist. He writes for Germanys AUTO ZEITUNG as well as one of the largest BMW magazines in the world - german Bimmertoday.

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