MINI breaks the car-launch marketing rules

This event report explains how MINI, the auto marque owned by BMW, connected with its brand enthusiasts and maximised a budget smaller than many of its competitors' when launching the 2014 Cooper Hardtop.

MINI breaks the car-launch marketing rules

Geoffrey PrecourtWarc

Once upon a time in America, people had nicknames for their cars. It was a half-century ago, when families made weekend road trips and your car was a rich, integral part of who you were, not just what you drove. And, of course, it made perfect sense to give a name to the vehicle that brought you so much happiness: it was a sign of love for an automobile whose very presence in your garage was a point of pride.

Flash forward to 2014, and the affection owners feel for their...

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