The Brief

The objective was to communicate to the new consumers in a relevant manner. The strategy was to use what they like the most in their daily lives, which is baseball in a "city of baseball". Through baseball MINI and the consumers became ONE and made harmony as well as creating a positive image towards the brand.

Creative Execution

The concept and the promotion was based on the brand's core value, fun & excitement. Every copy and execution reflected the brand image.

Describe the creative solution to the brief/objective.

Baseball has been in the blood of Busan citizens, and MINI created relevant promotions such as MINI fan, display kit, taxi, dugout vehicle. Since imported cars are not preferred in the city and MINI has low awareness, our goal was to execute a promotion that can easily be perceived and recognized in the city.

Results

High traffic around the display kit increased brand awareness and preference. Sales increase and twice the traffic in showroom. 15 related articles.