MINI: Test Drive a Lifestyle


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.


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.


Initiative gathered 10M+ impressions, boosted the brand’s online presence (IG: +12%, website: +30%) and stimulated sales (+22.5% in 4 months).