BMW Group Ireland - The Other MINI (Ireland)

MINI has traditionally been viewed as a feminine car. One key objective was to add a more masculine feel and tone to the MINI brand.

BMW Group Ireland – The Other MINI (Ireland)

Agency name: McConnells Fusion Client name: BMW GROUP IRELAND Category: Integrated communication

BACKGROUND

MINI has been successfully building its client base in Ireland for the past few years. The launch of the new MINI Clubman gave MINI the chance to broaden MINI's brand appeal to a more male target audience, whilst not ruling out women.

MINI has traditionally been viewed as a feminine car – we set about changing this perception and included this as one of our key objectives within the brief, challenging ourselves to add...

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