The new Mini Electric comes with a money-back guarantee

You can’t get hold of the new Mini Electric until next March, but The Brooklyn Brothers has started on the advertising campaign already, with digital and out-of-home ads that sell the feel good factor of owning an electric car.

Mini is even offering a “Feel Good Guarantee” for drivers who don’t get good vibes from the car: customers who’ve made a deposit can ask for a refund if it doesn’t live up to expectations.

Mini enthusiasts may be a good target audience for an electric vehicle – they are presumably less likely to be seduced by power and speed than the drivers Porsche and Jaguar and trying to win over to the electric side.

Leon Van Schie, head of marketing at Mini UK, said: “We wanted to reveal the new Mini Electric in a way that was true to our heritage and tone; exciting, fun and with a feel good factor. We hope the launch of this new icon made Britain smile and brought some sunshine to their day.”

George Bryant, founding partner at The Brooklyn Brothers, said: “For such a cultural icon, so renowned for its optimism, we knew that we had to challenge the traditional approach to launching a new car. To help the new Mini Electric to rise above the noise, we focused on what truly differentiates Mini from any other car; the Mini feeling.”

The Mini Electric is being built at the Oxford plant where the first Minis where made 60 years ago.

MAA creative scale: 6

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About Emma Hall

Emma Hall
Emma Hall is the former London Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.