Results and Effectiveness

RESULT: A boost in showroom traffic. More visits to the product website and inquiries on product information. And it directly generated test-drives for those that wanted to be convinced of MINI's substances.

Creative Execution

CREATIVE STRATEGY: MINI has been wrongfully accused and its reputation has been smudged. We are calling out to the public to help clear MINI's name. With a handful of substances, the public will become the jury, and to engage MINI in person – putting MINI on trial. Also, doubling the meaning of literally give MINI a test drive (on trial) CHANNELS: Ambient; Magazine; Direct Mailing

Insights, Strategy and the Idea

OBJECTIVE: To build brand perception that MINI is an everyday car that has substantial attributes like any other car TARGET AUDIENCE: Non-MINI users. Family-oriented. Potential buyers that are looking for a car in the same price range as MINI INSIGHT: Based on the perception that MINI is a toy car. Because to the mainstream, an everyday car is a 4-door sedan with large trunk space, large cabin space, and large overall for safety RELEVANCY: The idea touches on all concerns a potential car buyer faces and the exact points that the client would like the public to understand and reverse their perception