Crayford Automobiles Launching the Mini Mojito beach car to a consumer audience

Challenge:

The eye-catching Mini Mojito beach car was the first car to come out of the newly-revived Crayford Automobiles stable in 2023.

Based on the iconic and authentically stylish early 1960s Mini, the Mojito was a show of British coachbuilding excellence and a star of the burgeoning restomod scene.

It was carefully re-engineered from the ground up to create a modern car that’s easy and fun to drive in today’s modern traffic conditions. And with the option of a fully-electric powertrain on the spec sheet, the Mojito was sure to appeal to a modern motoring audience.

With the project tagline ‘A British icon – reimagined’ in place, the next step was to launch the car to consumers in the UK.

Solution:

As experienced journalists and automotive PR specialists, GroupWhistle was enlisted by the management team behind the revival of the Crayford team to put together a full launch campaign for the Mini Mojito that would drive interest – and stimulate orders.

As well as creating a new online home for the Mojito and securing and writing features in the mainstream and specialist automotive media, we also oversaw and led a multimedia content capture event on the streets of London to secure photographic and short-form video assets that could be used across digital channels and in sales collateral.

We also planned and deployed a brand awareness campaign across Instagram and Facebook to effectively target potential customers using both organic and paid methods. As well as writing all the social posts, our in-house design studio also created all the supporting assets.

Finally, we supported Crayford when it took the Mini Mojito to prominent automotive events during the summer months, including London Concours. We wrote, designed and distributed a newsletter that was sent to people that had expressed an interest in the car, after the event.

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