MINI UK: A 'Not Normal' relationship
Principal authors: Ben Essen, Iris; Farhann Cachra, Vizeum UKContributing authors: Jerry Pu and Jack Gibbon, iris London; James Hankins, Vizeum UK
MINI – A 'Not Normal' relationship
How celebrating the 'Not Normal' love MINI drivers have for their cars helped recruit a whole new audience
This paper demonstrates how a seemingly counterintuitive strategy (in a post-Byron Sharp world) of overlooking new customers and focusing on a celebration the quirky relationship that existing customers have with the brand helped generate incremental business for MINI.
It shows that even when it comes to...