Mini Not Normal Campaign, The Cromwell Road Digital Gateway

Maddie Cotterill

As part of the new ‘Not Normal’ campaign, MINI took over The Cromwell Road Digital Gateway, running dynamic, tailored content that saluted MINI drivers as they drove past the digital screens.


With messages including: “Hello blue Mini driver” and “Hey cream Mini, what’s your secret?”, the bespoke messages were designed to put a smile on drivers’ faces.

Richard Morris, Managing Director of Vizeum, said “This is a groundbreaking campaign that harnesses pioneering technologies to entertain MINI customers and commuters. The MINI community in the UK is incredibly creative, and have a very special and unique relationship with their car. We wanted to find an interesting way to use digital outdoor advertising that would bring this community together”.

mini looking so good

Ann Inglese, National Communications Manager at MINI UK said “Our Not Normal campaign is all about celebrating the unique and inventive spirit of MINI drivers and saluting them. The integrated agency team have delivered a fantastic way to bring this to life on the outbound stretch of the Cromwell Road, using new technology to tailor fun, cheeky messages for our drivers”.

At petrol stations leading up to the Cromwell Road Digital Gateway, drivers were offered a series of spontaneous treats – from bacon sandwiches and smoothies in the morning, to a tank of fuel or flowers on the home-time drive. Drivers could also opt to have their photo taken and displayed with a bespoke message as they approached the Cromwell Road media space.

The campaign with JCDecaux was planned and booked by Vizeum and Posterscope, with creative by Iris and delivered by KoffeeCup.

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