MINI ELETTRIFIGATA

October 9, 2020June 23, 2023 by prestopino

A.K.A. How a proactive idea can lead to a record in Mini Full Electric sales.

I came up with the line Elettrifigata – Electricool in English – a neologism which quickly proved to be far more than just a cool line. It is in fact a true positioning, which Mini’s electric vehicle was lacking.

The way my //fantastic// team and I decided to use that line is by making people experience the electric coolness that comes with a Mini. So we turned every media that we targeted into its cooler version, by merging the car’s electric features with the characteristics of each media involved.
The campaign started with a first wave where we turned il Bel Paese (Italy) into the BEV Paese.

Below you can watch a little case video – currently Italian, English soon – and some of the ideas and assets that we developed.