MINI Made a Big Impression with the Sphere in Las Vegas

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The iconic British car brand MINI has launched its all-new MINI family with a spectacular display on the Sphere in Las Vegas, the world’s largest spherical building and entertainment venue. The Sphere, which opened on September 29, 2023, features a massive LED screen that covers its entire surface and can project stunning images and videos. MINI took advantage of this unique opportunity to showcase its latest models and features in a larger-than-life advertisement that captured the city's and the world's attention.

What is the all-new MINI family?

The all-new MINI family consists of four models: the MINI 3-Door, the MINI 5-Door, the MINI Convertible, and the MINI Electric. These models have been redesigned to offer more space, comfort, technology, and performance while retaining the distinctive MINI style and driving fun. Some of the highlights of the all-new MINI family include:

  • A new front design with a hexagonal radiator grille, LED headlights, and a redesigned bumper.
  • A new rear design with a black bumper strip, LED tail lights, and a Union Jack motif.
  • A new range of colors, wheels, and customization options, including the Multitone Roof, which creates a gradient effect with three colors.
  • A new digital cockpit with a 5-inch color display, a touchscreen navigation system, and wireless smartphone integration.
  • A new steering wheel with multifunction buttons and optional heating.
  • A new center console with an electric parking brake, a storage compartment, and USB-C ports.
  • A new MINI Driving Modes system that allows the driver to choose between Sport, Mid, and Green modes, depending on the driving situation and preference.
  • A new adaptive suspension that automatically adjusts the damping force to the road

How did MINI use the Sphere to promote the all-new MINI family?

MINI partnered with MSG Entertainment, the owner and operator of the Sphere, to create a 360-degree visual experience that showcased the all-new MINI family on the Sphere’s LED screen. The display, which ran for three days from March 17 to March 19, 2023, featured dynamic animationsvibrant colors, and eye-catching slogans that highlighted the key attributes of the new models, such as “More MINI than ever”“Electrifyingly MINI”, and “Open for anything”. The display also included a countdown timer that invited viewers to visit the MINI website or the MINI app to learn more about the all-new MINI family and to book a test drive.

The Sphere, located on the Las Vegas Strip, is a popular tourist attraction and a city landmark. The Sphere’s LED screen, which has a diameter of 366 feet and a surface area of more than 160,000 square feet, can be seen from miles away, producing more than 16 million colors and more than 4,000 nits of brightness. By using the Sphere as a platform, MINI was able to reach a large and diverse audience of potential customers and to create a memorable and engaging impression of the all-new MINI family.

What are the benefits of the all-new MINI family for customers?

The all-new MINI family offers customers a range of benefits that make them attractive and competitive in the market. Some of the state-of-the-art features that the new models have are:

  • A new MINI Head-Up Display that projects key information, such as speed, navigation, and phone calls, onto a transparent screen in front of the driver’s eyes, reducing distraction and enhancing safety.
  • A new MINI Active Cruise Control automatically adjusts the speed and distance to the vehicle in front, using a camera and radar system, and can brake or accelerate as needed, making driving more comfortable and efficient.
  • A new MINI Lane Departure Warning that warns the driver if the vehicle is about to leave the lane unintentionally, using a camera and steering wheel vibration, and can also provide corrective steering intervention, improving stability and security.
  • A new MINI Parking Assistant that helps the driver find and use suitable parking spaces, using ultrasonic sensors and a rear-view camera, and can also steer the vehicle into or out of the space, making parking easier and faster.

@independent creative agency Pereira O'Dell.