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...