Mini launches New Original campaign with Wonderwall at Liverpool Street Station
Mini has unveiled a £3m campaign to evoke the spirit of the 1959 original for its latest Hatch model.
Produced by iris Worldwide and media agency Vizeum, the ‘New Original’ campaign launches on London Liverpool Street’s ‘Wonderwall’ before rolling our across the UK.
The Liverpool Street stations is believed to be the world’s longest single poster in London’s Liverpool Street Station, taking up an entire tube platform in order to unpack all the benefits of the new model in one swoop.
“We created New Original to let consumers know that they can now have the best of both worlds: Mini’s feisty, fun-loving spirit of the original 1959 model, with all the latest cutting-edge driving technology," said Michelle Roberts, general manager brand communications at Mini UK, explained. "We’ve had a fantastic response so far on the new Hatch and I think a lot of people will be truly surprised about the drive that this Mini packs.”
“We wanted Mini to be celebrated not just for its iconic status in British society, but for how it encapsulates technological advancements in driving," said Richard Morris, managing director, Vizeum. "Liverpool Street Station’s Wonderwall represents the ideal, immersive space to bring the benefits and distinctiveness of Mini to life.
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