MINI UK: A 'Not Normal' relationship

This case study describes how Mini, the car manufacturer, attracted new customers by focussing on existing customers and their love for the brand in the UK.

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...

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