The MINI Electric Academy
The MINI Electric. What is it? Does it cost more to change to an electric car? Is it slower than a petrol car?
To address common questions and misconceptions like this, we conceptualised MINI Electric Academy — a campaign and video series in the form of an atypical ‘driving school’.
Over the course of three ‘lessons’, we set out to educate people all about electric mobility in a concise, easy-to-understand way that isn’t dry or preachy, with characteristically MINI wit.
LESSON 01
MASTERCLASS IN E-LEARNING
To kick off the campaign, we invited the public to ‘enrol’ themselves into the academy by tuning in to a microsite, where lessons in the form of bite-sized videos were hosted.
In the first lesson, we introduced the ease of picking up all things E-lectric, from E-conomics – like paying less per kilometre than petrol cars – to the E-motive.
LESSON 02
A Refresher on Recharging
In our second class, this ‘Refresher Course’ tackles common questions about where and when, to HOW long it takes to juice up an EV.
LESSON 03
The P-to-E Exchange Programme
Ready to swap your Petrol car for an Electric one, but worried about losing out in terms of performance and range? We have the answers.
Staying true to the concept of a driving school, these lessons led on to a series of 'tests'. Mimicking the format of real-life test CARDS, the public could test their knowledge of EVs on MINI's social media pages.
THE MINI Electric Academy clocked more than a healthy attendance – with over 10,000 organic views – and proved that there's no question the future of driving, is indeed electric.
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