Open to work: the new MINI Aceman ready to join your team with Serviceplan Group Belux

What if your next company car applied for a job at your company?

Not with a polished corporate pitch, but with real personality. A little unconventional. A little unexpected. Pure MINI.

With this campaign for MINI Belux, The Marcom Engine, led by Serviceplan, transforms the MINI Aceman into the ideal candidate. A recruit that doesn’t just “do the job”, but changes the office atmosphere from day one.

“Open to Work.” “Out of Office.” “Team Building.”
The campaign plays with the codes of the professional world, giving them a twist. Here, HR jargon becomes a playground. And the company car becomes much more than a rational choice: it turns into an emotional one.

The concept was rolled out through a 360° campaign, from digital to OOH, including CRM, web and print, targeting both drivers and decision-makers. With one simple idea: the MINI Aceman is not just fit for the world of work, it actually brings something extra to it.

An idea that finds its most striking expression in print.

Here, the MINI Aceman does more than just appear. It speaks.
In the form of a CV, it showcases its skills, experience and personality, just like any candidate. A spontaneous application designed to convince companies that it is far more than just a company car.

Even claiming an unexpected role: Chief Happiness Officer.

Behind every execution lies the same idea: creating preference by speaking the language of business, while staying true to the MINI spirit.

The result: a campaign that doesn’t just promote a model, but makes you want to hire the MINI Aceman.