This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognizing you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful. For more information, please visit our Privacy Policy and Cookie Policy.
MINI: Test Drive a Lifestyle
CHALLENGE
Positioned as a “not normal” car, MINI ownership has always been a statement. With the target audience evolving, BMW Group launched a global campaign to reposition MINI and transition to an “enlightened hedonism” philosophy. Russia was considered an important and challenging market, as public bias against small cars was stronger than ever. Broader audience associated MINI with IT-girls and cultural minorities.
IDEA
To break the existing bias and engage potential customers in the most natural way, we invited 25 influencers and KOLs to join the ULTIMATE MINI experience across Europe and to become the voice of MINI in the broader community. To get them on board, we analyzed their personal interests and developed an official MINI Experience Roadbook, reflecting the new ethos of the brand.
RESULT
Initiative gathered 10M+ impressions, boosted the brand’s online presence (IG: +12%, website: +30%) and stimulated sales (+22.5% in 4 months).