Revitalizing MINI's Brand Image through Innovative Digital Marketing
Technology Category
- Platform as a Service (PaaS) - Application Development Platforms
- Sensors - GPS
Applicable Industries
- Consumer Goods
Applicable Functions
- Sales & Marketing
About The Customer
The customer in this case study is MINI, a well-known automobile brand with a unique and passionate customer base. MINI drivers are known for their special relationship with their cars, often expressing their love for the brand in creative ways. The brand has a global presence, but this particular campaign was focused on the UK market. MINI had not engaged in any significant brand activity for six years in the UK, and it was crucial to rekindle the unique relationship MINI drivers have with their cars and celebrate the brand in a way that resonated with the UK audience.
The Challenge
MINI, a renowned automobile brand, was facing a challenge in making its global 'NOT NORMAL' brand positioning relevant to UK consumers. The brand had not engaged in any significant brand activity for six years, and it was crucial to rekindle the unique relationship MINI drivers have with their cars. The challenge was to celebrate the MINI brand in a way that resonated with the UK audience and encouraged them to express their love for the brand in creative ways. The campaign needed to span across various platforms including out of home, digital, social, TV, PR, CRM, dealership activity, and events.
The Solution
An innovative digital marketing campaign was designed to celebrate the unique relationship MINI drivers have with their cars. The campaign sourced hundreds of images featuring creative MINI inventions, such as MINI furniture, cakes, and body art, and made them the center of a participation campaign. An online film was created to encourage the public to help MINI track down those images and inventors they hadn’t been able to find. Consumers were encouraged to join in by posting their images at MINI.co.uk and on the MINI UK Facebook page with the hashtag #MININOTNORMAL. The campaign also included a unique media takeover in London’s prime location – Cromwell Road, where digital posters spoke directly to MINI drivers, matching the color and model of the MINI on the posters to the one they were saluting.
Operational Impact
Quantitative Benefit
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