MINI launches New Countryman Media Campaign at the Sphere in Las Vegas

[DimON]

MINI is going all in on the circular theme with its introduction of the new MINI Countryman. Playing off of its industry first round OLED display, MINI is launching its first US media campaign around the digital experience of its new cars at the Sphere in Las Vegas.

The brand has partnered with independent creative agency Pereira O’Dell to launch a creative campaign with Spike, MINI’s Intelligent Personal Assistant and digital companion within the New MINI family’s technology experience.

Sebastian Beuchel, Head of MINI Global Brand Management spoke to the unique canvass MINI used; “Sphere presented us with a new kind of creative challenge. Both in a physical sense, and a contextual one. We wanted to think of this campaign as an art piece, not as an ad.”

The campaign’s content kicked off on Sphere on November 27, featuring Spike interacting with the 2025 MINI Countryman Electric, running across the 366-ft. high and 516-ft. wide screen. The display also included the Las Vegas backdrop and all the spectators inside and outside of Sphere to highlight the interactive nature of the space.

“The MINI brand represents playfulness and fun, and presenting Spike, our beloved unofficial mascot, is the perfect way for us to show up on Sphere. It’s a truly unique Out-Of-Home opportunity, and we’re excited to activate there in a big way.”

Sebastian Beuchel, Head of MINI Global Brand Management.

The takeover of Sphere will run until December 2, with a special four-hour takeover on December 1. To learn more about the new all-electric 2025 MINI family, visit MINI USA.com.

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