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...