In MINI's Not Normal campaign, drivers received personal messages as they passed digital billboards along a road in London.

Would you like to see personalized messages meant for you on a billboard just for driving the car that you happen to drive?

That's what car brand MINI did for 1,941 MINI drivers for their Not Normal campaign, which was created with agencies Iris and Vizeum.

The company took over nine giant billboards along a fast-paced road in London and used them to send personalized messages to MINI drivers for a week. The campaign was a different take on the tradition of MINI drivers greeting each other on the road.

PSFK provides access to this article and every report, case-study, interview, and analysis that we publish for our members. PSFK Professional Membership also unlocks accessto unlimited customized research assistance and our database of over 100,000 insights on innovation trendspanning across eight industry sectors—from culture and brand to retail and customer experience.
Already a members? Log in