New MINI Cabrio Stay Open

MINI, an automotive brand, promoted the launch of its new MINI Cabrio in Brazil by creating a pre-registration that encouraged prospects to become leads.

Agency: RAPP

Product Description

The New MINI Cabrio is the new generation of the first and, so far, only small, premium convertible car.

Insights

Besides delivering the messages and keeping track of the conversion funnel and the moment of the consumer, we set off from a powerful consumer insight, which is: the consumer already desires to own a Cabrio, he only needs an excuse to buy one.

We understand that there was already a base of people who loved the Cabrio, but they lacked rational arguments for indulging themselves and purchasing the car.

Enacted Solution

We understood the behaviour...

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