Campaign Spotlight: MINI LIVING takes New York & Shanghai
After a successful MINI LIVING Urban Cabin in London, MINI launched their NY Urban Cabin as part of New York City’s Archtober, a month dedicated to architectural design. These cabins are a continuation of MINI’s project to create urban housing design that tackles the issue of urban crowding. The cabins prove that MINI as a brand is committed to design beyond producing cars to addressing urban challenges as a whole, utilizing space as creatively as possible. Their expertise in car design mirrors their execution of the MINI LIVING campaign internationally. MINI called upon Pulse Advertising to execute an influencer campaign to share the cabins and their “Urban Matters” initiative with the world of social media.
@eggcanvas at the A/D/O Urban Cabin
The MINI LIVING cabin was released at A/D/O, a multi-disciplinary creative workspace in Greenpoint, Brooklyn. Local architects from the Bureau V agency took part in adding to the cabin’s design to create something uniquely innovative and specific to NYC. These additions referred to the generations of immigrants that contribute to the city’s diversity and life. Resources for contemporary migrants can be found in the cabin, mainly from the hanging rope library.
@urbanxkoi at the A/D/O Urban Cabin
<>Pulse selected design-centric, NYC based influencers to explore the cabin and share their images with their social followings. This allowed the cabin’s design and message to reach a large NYC based audience in order to magnify its impact. In celebration of the successful showing in New York, the Pulse team planned an influencer dinner on location at the “Norman” restaurant. This gave influencers a chance to discuss their impressions of the cabin’s design.
@yk at Urban Matters Shanghai
Next, MINI LIVING made its way to Shanghai at the Urban Matters exhibit. The Urban Matters exhibit combines MINI’s five brand topics: Automotive, LIVING, FAHION, A/D/O and URBAN X. MINI LIVING created an Urban Nest for the exhibit, which is a spatial framework offering innovative concepts regarding the future of urban living directed at young professionals. This instillation was made in collaboration with Beijing based Pends Architects. It is based on a 3 x 3m module that can be combined differently to create unique modes of living.
@berlinstagram at the Urban Nest
Pulse sent influencers to visit the exhibit and capture their experience through beautiful content creation. Among these influencers included our exclusive talent, @lusttforlife, who shared her impressions of the Urban Matters Exhibit with her following. Olivia’s artistic content, which includes design and fashion images, made her a perfect addition to the campaign. Through partnering with Pulse in first London then New York and Shanghai, MINI was able to share their innovative MINI LIVING brand with a diverse, global, and eager social media following.