MINI Cooper - MINI PowerGames

The curious company, San Francisco helped the MINI brand when its hype and momentum was stalling through the use of PowerGames.

MINI Cooper – MINI PowerGames

the curious company, San Francisco

THE BRAND CHALLENGE

Last year the MINI brand was faced with several challenges – in addition to a sucker punch from the economy, MINI was no longer the new kid on the block. Hype and momentum had stalled and its distinctiveness as a small, fun, fuel-efficient car was being challenged by a deluge of new competitors (Smart, Fit, Fiesta, Prius, etc). Historically, MINI had always taken the stance of cultural challenger, with a unique and relevant point-of-view, but it needed to freshen up its perspective and regain its original moxie....

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