Mini UK

Mini's direct mail campaign gave current customers' a physical reminder of the goose bumps induced by their first Mini encounter and promising similar thrills when they test-drive the new one.

Mini UK

LIDA

THE TEAM

Tim Styles – Head of Art Nicky Bullard – Head of Copy Shaun Moran – Creative Director Sam Bishop – Account Director Clare Willetts – Senior Account Manager Simon Thompson – Production Director Matthew Heath – Planning Director

WHAT IS WONDERFUL...?

A physical reminder of the goose bumps induced by current customers' first MINI encounter – with the promise of further thrills when they test drive the all-new MINI. This campaign made £628 for every £1 we spent; that's enough to give anyone goose bumps.

OBJECTIVES

To encourage existing...

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