To celebrate the eccentricities and creativity of their drivers Mini decided to make them the centre of “Not Normal”, their most recent campaign. As part of the campaign Mini encouraged owners to create and send in Mini-inspired images via social channels. They came to us looking for a way to broadcast this content outdoor to generate interest and kick-start conversations.


With such a large number of executions to be updated throughout the campaign, Mini’s creative agency Iris needed a flexible platform that would allow them to quickly and easily control scheduling and distribution while giving them complete creative control. LIVEPOSTER™ enabled them to combine user generated content with creative agency artwork to produce an ever-changing reel of ads.


Using the LIVEPOSTER™ platform Iris successfully combined and scheduled dynamic, static and video content to deliver 276 different combinations of creative messaging. The resulting national campaign ran across CBS, Clear Channel, JCDecaux, Ocean, Signature, Forrest, Outdoor Plus, Mediaco and Maxx media networks. The number of tweets featuring ‘MINI’ and ‘Not Normal’ peaked at an impressive 255 per day.