Nanuq White

"This should be a color."

That social media comment is how a polar bear in a television commercial for the next generation of MINI Cooper electric vehicles became a product color choice - Nanuq white

I am not aware of a case in which a brand or product was so responsive to market voices.

We are not talking about responding to social media with more social media. This is about responding with a new version of the product.

As the video case describes (link below) the social comments and responses escalated quickly, from ...

I want one of those bears in my car. (MINI came up with a dashboard bobble-head version.)

Let's name the bear. (“Nanuq” is Inuit for polar bear.)

This should be a color. (MINI introduced a new exterior, Nanuq white.)

All of this shows MINI having fun with customers and sharing the excitement about their new EV’s.

One level deeper it connects MINI’s EV with sustainability via an endangered species whose survival is tied directly to GHG reduction.

So the ad delivers not only a new product, but a higher purpose - Fuel the fun. Without the fuel.

IMO this is great work from MINI and their Munich-based agency, Serviceplan.

You can watch the video case, here: https://www.youtube.com/watch?v=oEI0GeGIxOU

If you are interested in Serviceplan, the agency, here is an article about their new office in Munich “where people actually WANT to work” that they call the House of Communication: https://www.serviceplan.com/en/news/muc-newhoc.html