SPEC WORK (PEREIRA O’DELL)
Insight:
When the city is at your fingertips, a short-range EV like MINI Electric only presents solutions, not problems.
Idea:
MINI Electric is reestablishing the term “City Limits” by renaming it “the MINI Zone”, and city dwellers who get stuck in their ways will find out how they can use a MINI Electric to see the world from their backyards.
The Coop
MINI Electric takes you to the edge of your comfort zone, at the city limit.
The Coop sets the physical border for the MINI Zone: this is the point where you can get to the city limit and back on a single charge.
It’s an EV charging rest stop where people don’t just stop there on the way to their destination, it is their destination. We're creating the Mecca of EV rest stops, a MINI Electric-branded futuristic destination.
The MINI Electric App
If the Coop defines the border of the MINI Zone, the MINI Electric App defines the epicenter.
For city dwellers, it can be hard to find places to go and they can find it scary to try new things.
We are changing this by giving MINI ELECTRIC drivers credits to exclusive classes in the MINI Zone that encourages them to try something new and different. OOH across the city reminds locals that their MINI Zone local spots are open and ready for new business.
Social /Partnership
After activating in a launch city, the next phase will partner with YouTubers to show how the MINI Zone can tap into major cities all across the United States.
Writer: Dana Gross
Strategy: Coral Li
AI: Chris Barber