MINI UK: A not normal relationship
Ben Essen
Campaign details
Brand owner: BMWAgency: Iris Worldwide (creative); Vizeum (media)Brand: MINI UKCountry: UK
Executive summary
Ask a recent VW Golf purchaser why he didn't choose a MINI and he'll say 'with MINI you're just paying for the badge'. Too many irreverent commercials meant people were starting to see MINI's quirky personality as unnecessary and, worse, superficial. In a category where practicality counts MINI's brand had got in the way of its benefits.
But talk to anyone at the annual MINI pilgrimage from London to Brighton...