The Brief

With a limited budget at hand, we were tasked to introduce and garner sales for the MINI ONE – an entry-level MINI. The challenges we faced: - MINI ONE is arguably the least desirable model within the MINI roster. - It has the least performance and comes without the usual MINI customisation options. - While it’s the most affordable MINI, it still costs substantially more than its competitors. - Sell it without jeopardising the brand premium.

Describe how the promotion developed from concept to implementation

MINI FEVER - An affliction created for the target audience’s MINI obsession(see question 3). And its cure - MINI ONE. Execution: Flashmob videos (pedestrians falling unconscious from the fever and recovering when a MINI drives past) were posted on MINI’s Facebook page, interspersed with posts to create intrigue. Direct mailer featured a thermometer device - increasing in temperature when recipients interacted with it. Further amplification: Flashmob video was released on social network Says.com. Nationwide press ad was launched. Close to launch date, online flyer featuring pricing/ordering info was posted on MINI’s Facebook page – giving fans first priority for pre-bookings.

Describe the success of the promotion with both client and consumer including some quantifiable results

Every single unit sold (even before the stock reached showrooms!) Generated RM4,322,888 (Not including accessories and upgrades) A campaign ROI of 108:1 in under 6 weeks!

Explain why the method of promotion was most relevant to the product or service

The made-up affliction MINI FEVER perfectly describes the target audience’s obsession with MINI. Our target audience is primarily MINI fans who have always watched MINI from afar - unable to afford the models available at the time. By introducing MINI ONE as the only cure for MINI FEVER we were able to promote it as the easiest and cheapest way to own a MINI – without actually talking about money and the car’s limitations.