MINI was facing a number of launches from direct competitors who often replicated many of its most iconic branding elements. To address this Vizeum was enlisted to help reinforce the uniqueness of MINI. ‘Not Normal’ was a campaign devised to showcase the love MINI drivers have for their cars in order to help recruit a whole new audience, using a seemingly counterintuitive strategy of overlooking new customers and focusing on a celebration of the quirky relationships that existing customers have with the brand. Through a visual celebration across online, TV and out of home channels that drove increased purchase consideration to reignite the brand, the campaign achieved a revenue ROMI of 7.9.