After a global premiere a few days earlier, the MINI Electric Pacesetter inspired by John Cooper Works came into use in Rome on 10 April 2021 at the second event of Formula E’s 2021 world Championship.

For that occasion we had a very simple brief: turning the launch of this partnership into a global event. In other words, we’ve been asked to make an electric car loud. Visibility and views were, in fact, the key performance indicators to be achieved by creating something that should have been easily shared worldwide (of course every live audience interaction was banned, due to Covid restrictions). Along with the size of the media impact, we needed to play on this unique sponsorship to reinforce MINI’s brand associations with performance and exciting driving experience, the essence of the JCW legacy impressed in the name of the car, bringing this heritage into the electric segment.

Which is the top performing electric vehicle in town? MINI Electric Pacesetter challenges Rome’s underground train.

A never-seen-before contest: who can get quicker from one end of the city to the other? A “Fast and Future” head-to-head around the streets of the most historical city in the world, to rewrite the history of electric vehicles. A “silent” high-speed competition staged in the unique setting of Rome’s monumental urban centre. Furthermore, to remark the historical significance of a project that brings the very essence of MINI JCW brand to the new generations, we invited two special drivers to perform our stunt: Charlie Cooper, John Cooper’s grandson and Bruno Correia, the Official Driver of the FIA Formula E Safety Car since 2014. Charlie behind the wheel of our MINI and Bruno on the Metro train.

The MINI Electric Pacesetter aims at being recognized as the best performing electric vehicle in town. To dimostrate it, we set up an unprecedented challenge: competing against the city's fastest electric transportation mean, the underground train.

A fast-paced video replicating the grammar of high-performing car films (the kind of contents that count millions of views on Youtube), with only one difference: this time it’s about an electric car. A spectacular stunt designed to arouse passion in all car lovers around the world, demonstrating how, today, electric cars can dramatically redefine the idea of performance. All brought to life by one of the most loved car brand, under its new electric form. The message was simple. You might not be allowed to drive that safety car (which usage is restricted to Formula E races), but you’ll find the same excitement in every MINI Electric.

A 90” video was the main content and it has been published both on owned channels, video platforms and press releases, all around the world.

The content strategy was not limited to the film but also included a series of photos, backstage videos, various side contents and interviews that have been spread around all social platforms creating a long tail for the film, as well as a dedicated editorial plan for the Formula E event.

The MINI Electric Pacesetter conquered a remarkable media attention, with more than 12 mio impression generated by Italian press alone.

Almost all national news (more than 30 issues) talked about the stunt and posted our video, adding thousands of views to the 1.5 millions already hit on official channels.

And we are still talking about a “safety car”.

A car that least this time didn’t have to wait for a crash to get the visibility it deserves.