Campaign: Launch of the Mini Scooter E.
Client: BMW Mini
PR Agency: TCS
Overall Campaign Objectives:
Almost ten years to the day since MINI launched it’s revamp of the 1960’s classic small car, BMW has revealed a move away from the design that made the iconic British brand famous around the world, with the launch of an electric scooter range (Thursday 23rd September).
While staying true to the features and aesthetics of the 1960s car, the design brief for the first ever MINI E scooters was to create a modern, 2-wheel vehicle suitable for built up, urban areas. The result is three individual scooter designs, all electrically powered and adapted to allow drivers to use a smart phone as the ignition key.
The three scooter concepts will be unveiled in London today ahead of the Paris Motor Show in October. The first is a two-seater, produced to mirror the style of the current MINI prototype hatchback, currently on trial on British roads. The second is the most authentic of the three and includes classic features such as British Racing Green paintwork, brown leather upholstery and silver mirror caps. The third design draws on the distinctive graphics of the ‘mod’ era in which the original car was launched.The white body-colour is adorned with stickers while a Union Jack is visible through the perforated leather seat.
Aim:
Secure TV and Online media coverage
TNR Services:
TV and Online News Release.
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