Mini - MINI campaign

A new positioning for MINI focusing on two key brand drivers –‘motoring excitement’ and ‘individuality’ resulted in Colenso BBDO introducing the “Let’s Motor” line after it was appointed in July 2003.

MINI Campaign

Agency: Colenso BBDO   Advertiser: Mini  Awards: Consumer Durables (Bronze)

Marketing Challenge

When the Agency was appointed in July 2003 MINI sales had eased off after the initial 'launch peak'. In the absence of any news...