MINI Soho – Is this your number?

Category: Consumer Durables; Most Integrated Campaign
Agency: DraftFCB
Client: BMW Group New Zealand Ltd

SUMMARY

Is it possible to sell a $50,000 car to someone online? Without offering a discount, the opportunity to test drive, or even getting to see it in the flesh?

In a world first, MINI New Zealand proved the answer is yes.

BUSINESS CHALLENGE

Prior to the campaign, interest in the MINI brand was waning, and the marketing budget for 2010 had been slashed in half.

MINI New Zealand was given the seemingly impossible task of being a test market for a new low cost way to retail cars. This was completely at odds with their pricepoint and positioning in the New Zealand market as a luxury brand, so they needed a way to turn this into something positive.

CAMPAIGN OBJECTIVES

The overall objective of the campaign was to sell a brand new MINI entirely online, without a dealership.