The Marcom Engine & Mini Belux give you reasons not to choose Mini as your company car

The Marcom Engine (Serviceplan, Monks & Berylls) has launched a bold new B2B campaign for MINI BELUX titled “MINI. BUSINESS AS UNUSUAL.” Specifically designed for MINI’s professional audience, this campaign aims to challenge common perceptions about company cars, and about corporate culture as a whole. 

At the heart of the campaign is a simple but powerful idea: loving to go to work. MINI is more than just about driving, it’s a source of excitement, creativity, and well-being at work. With this campaign, MINI positions itself not just as a vehicle, but as a catalyst for happiness in the workplace. 

“MINI. BUSINESS AS UNUSUAL.” marks a new creative direction for MINI Professional by combining a human-centered approach with MINI’s uniquely bold brand attitude. The campaign humorously explores the unexpected side effects a MINI could have on a company fleet. 

5 REASONS NOT TO CHOOSE MINI AS YOUR COMPANY CAR:

1. YOUR HR DEPARTMENT WILL BE OVERWHELMED.
   Too many spontaneous applications to process.
2. YOU’LL NEED TO REVISE YOUR FINANCIAL FORECASTS.
   Because your fleet will end up saving you money.
3. JEALOUSY COULD SPREAD ACROSS YOUR TEAMS.
   Because every employee will want a MINI.
4. YOUR OFFICE MIGHT GET TOO SMALL.
   Everyone will actually want to drive in.
5. YOU’LL BECOME A TARGET FOR CORPORATE ESPIONAGE.
   What’s your secret to such happy employees?

This light-hearted, witty tone is expressed across print, OOH, DOOH, paid media, a dedicated website, and targeted mailings, offering a full 360° experience for MINI’s professional customers. 

The campaign highlights three iconic models: the MINI Aceman, the MINI Countryman, and the MINI Cooper, all 100% electric, combining innovation, style, and sustainability. 

CREDITS

Client: MINI Belux
Client Contacts: Stijn Vermeulen, Céline Deplasse
Agency: The Marcom Engine (Serviceplan, Monks & Berylls)
Accounts: Aymeric Wielemans, Benoit Leveque
Executive Creative Director: Philippe Fass
Creatives: Kato Deca, Sander Van Den Broecke, Bruno Hansen, Manuel Saraf
Studio: Antonin Lefevre, Michiel Jehoul, Justine Depape, Paul Follezou
Digital Agency: Plan.Net
Digital Project Managers: Ellen Vanderstraeten, Eliott Delsart
Media Agency (Digital): Mediaplus
Media Planners: Pablo Doalto, Sonam Ceulemans, Sara Assi
Media Agency (Offline): Dentsu
Offline Communication Consultant: Pierre Coppens