Electric Everywhere

Background

In Europe, electric mobility is plagued by widespread myths – one being a lack of charging stations. In reality, there’s over 170,000 of them, that’s more than gas stations.

Not only are these myths incorrect, but they also stop people from switching to electric and cause countries across Europe to miss their EV sales targets.

As a car designed for the city, this perceived lack of charging stations is the number one reason for MINI’s urban audience to not make the switch.

Idea

To launch its first all-electric car, MINI wanted to prove that Europe was ready for electric driving too – the MINI way. To do this, they went to Lisbon, Portugal and gave the newly-awarded Green Capital of Europe 2020 something to remember.

On the night of January 24th, MINI filled Lisbon’s skyline with electric-yellow light beams. Installing over 100 of the world’s strongest lights onto the city’s charging stations and beaming them up to the sky. For the first time Lisbon’s entire charging network become visible in the night’s sky. Showing the whole city that they are surrounded by places to charge. Each physical light fixture doubled up as a communications space for the messaging too. The huge logistical feat was made possible by working closely with Portuguese Air Traffic control, Lisbon’s charging networks and governors. The activation kicked-off an online campaign, with live footage and content across social channels.