MINI Ireland has announced that it's launching a new campaign that is part marketing strategy, part corporate mindset.
A brighter future
The idea behind MINI's new #BigLove vision is to "do better, create a brighter future for all and the planet too. Anchored in a commitment to sustainability, social diversity and innovation." If that all sounds a bit happy-clappy to you or, worse, a bit like greenwashing, it's worth remembering that MINI's brand is based on making one of the most economical and compact cars of all time (the original Mini) and that it still doesn't make anything bigger than a Countryman, which is hardly a planet-killer.
To kick off the campaign, MINI has worked with @Klo_Wi, a young Dublin-based illustrator and muralist, to create a street mural with the #BigLove catchphrase. There's also a QR code built into the mural, which, if you follow, will take you to a donations page for the LauraLynn foundation, which runs Ireland's only children's hospice, providing free palliative and hospice care for children. MINI Ireland has been a LauraLynn partner for the past two years.
Support for Dogs Trust
Beyond that, MINI Ireland is also a supporter and official car partner of the Dogs Trust Ireland. The plan is for MINI and the trust to help dogs travel happier and safer across the nation by becoming the first officially dog-friendly Irish car retailer by 2023. Julie Bothwell, Head of Sales and marketing MINI Ireland, said: "MINI has always been the answer to the challenges we face with individual mobility. The willingness to rethink the status quo defines the brand to the present day, and we are motivated to do the best for our community and make a difference."
MINI Ireland has also supported Mark Donnelly, Founder of How's Ur Head Clothing (HUH) Clothing, a social enterprise that provides quality Irish-produced clothing whilst raising money and awareness for mental health charities. The carmaker has recently been leaving Random Acts of Kindness with gift boxes packed with free HUH clothing and MINI merchandise in random locations to delight and surprise those who found them, all with the purpose of 'making a stranger's day.' There has also been a series of 'mental health moments' made by MINI and HUH, featuring a MINI Cooper S.
New fully-electric models
This general goodness will be backed up in the coming months by new all-electric models, including an all-new MINI hatchback and the upcoming Aceman compact electric crossover.
According to MINI Ireland: "#BIGLove is MINI's way of showing how two small words can inspire positive action. Ever since the brand was born in 1959, Mini has been all about doing more with less and finding the most creative ways to use space. This involves Mini facing up to the current challenges in the areas of mobility, energy economy and climate protection with independent solutions for the driving of tomorrow. Mini is pursuing the strategic sustainability goals of the BMW Group by consistently reducing CO2 emissions over the entire value chain. Innovative materials and enhanced use of secondary raw materials also contribute to greater sustainability."