Mini - Mini At The Movies

Advertiser Mini
Sector Automotive
Buying route AGP
Audience Adults
Creative Agency Iris Worldwide
Media Agency MediaCom
Duration 30’ with 5’ end frames. (13 weeks)


Mini is a well-known and much-loved brand, but the brand wanted to launch a campaign that was going to do more than reaffirm this love; it wanted to drive footfall into its specific local retail centres.

It was a huge business interest to get car buyers behind the wheel of a Mini and to therefore drive leads so that retailers could follow up and encourage test drives.


Mini joined forces with its retailers to fund the first ever regionalised cinema campaign and get people across the UK to test drive its country model at their local dealership.

In collaboration, Amplifi, Digital Cinema Media (DCM), Vizeum and Pearl & Dean created the first ever localised cinema campaign, spanning the breadth of the country.

Copy was delivered to every cinema with a bespoke end frame, directing cinemagoers to their nearest Mini retail centre, resulting in 147 pieces of copy generated onto 439 screens.

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