Goals and objectives
To celebrate the launch of the new MINI Aceman Electric and the 65th anniversary of the iconic MINI (1959), the campaign aimed to create buzz while embracing sustainability. The objectives included:
- Introducing the MINI Aceman Electric to the Belgian market
- Highlighting MINI’s brand identity through a unique, memorable campaign
- Demonstrating an ecological commitment by replacing plastic with paper
- Engaging readers through interactive and shareable content
Surprising Insights
A surprising cultural synergy emerged when the origami MINI coincided with a viral TikTok trend featuring a small red truck carrying a Christmas tree. The campaign team quickly responded by creating their own video featuring the red MINI carrying a Christmas tree, tapping into the viral moment and extending the campaign’s reach organically.