MINI Soho - Is this your number?

BMW's MINI brand was struggling with declining consumer interest in its brand and a sharply-reduced marketing budget.

MINI Soho – Is this your number?

Category: Consumer Durables; Most Integrated CampaignAgency: DraftFCBClient: BMW Group New Zealand Ltd


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.


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...

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