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On Tuesday, 9th July 2019, the new MINI Electric was launched in Rotterdam, Netherlands. Jack Morton, the global brand experience agency, collaborated with BMW to create and produce the reveal of the MINI Cooper Electric SE.

Over 250 influencers and press were invited to the Rotterdam Cruise Terminal, situated near the iconic Erasmus bridge. With its extensive electromobility network, the modern and future-oriented city of Rotterdam was the ideal location for the event.

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Inside the terminal, the vehicle was presented in a live drive on a190-meter race track built for the occasion. A 20-meter-long, curved LED display served as the backdrop, pulsating with dynamic content, demonstrating the MINI Electric’s trendy, urban spirit. The screen content was developed by Jack Morton in collaboration with the BMW Group. 6.5×3.5m iconic images of London, New York, Paris and LA created the graphical backdrops surrounding the space. These large images allowed the audience to take photographs of the vehicle in front of the cities. Press and influencers had the opportunity of their first driving experience of the MINI Electric before market launch.

The ground floor of the experience featured the extensive range of BMW’s electric vehicles including models from BMW, BMW i, MINI and BMW Motorrad. This emphasized the wide range of electric vehicles that the BMW Group offers today.

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With the new MINI ELECTRIC, urban mobility with purely electric driving can now be experienced in the typical style of MINI. The new MINI Electric is a key milestone in the BMW electrification strategy, adding to its growing plug-in hybrid and electric product range.

The creative idea was conceptualized in less than ten weeks with the track built in four days, the result of a collaborative effort by Jack Morton with the BMW Group.

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Jens Mayer, Managing Director of Jack Morton, Germany, said: “We’ve created some outstanding work with BMW before and this launch is no exception. We enjoy the challenge of pushing ourselves to create brand experiences fitting the caliber of companies like BMW. It’s an honor working with them.”