MINI Countryman: Getaway Indonesia

Newly-launched in Indonesia, BMW's MINI had low brand awareness and was perceived as 'Mr Bean's car'.

MINI Countryman: Getaway Indonesia

Adam Lau and Magz Osborne

Campaign details

Brand owner: PT BMW IndonesiaBrand: Mini CountrymanAgency: The Campaign Palace IndonesiaCountry: IndonesiaChannels used: Direct marketing, Email marketing, Events and experiential, Games and competitions, Magazines - consumer, Online video, Outdoor, out-of-home, Public relations, Social media, Word of mouth and viralMedia budget: Up to 500k

Executive summary

Newly launched in Indonesia, Mini had low brand awareness – and was perceived as 'Mr Bean's car'. The challenge was not only to change that perception by generating maximum buzz on a minimal...

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