MINI UK: A not normal relationship

This case study explains how Mini, the car model owned by BMW, created a participatory social media and digital out of home campaign to engage consumers in the UK.

MINI UK: A not normal relationship

Ben Essen

Campaign details

Brand owner: BMWAgency: Iris Worldwide (creative); Vizeum (media)Brand: MINI UKCountry: UK

Executive summary

Ask a recent VW Golf purchaser why he didn't choose a MINI and he'll say 'with MINI you're just paying for the badge'. Too many irreverent commercials meant people were starting to see MINI's quirky personality as unnecessary and, worse, superficial. In a category where practicality counts MINI's brand had got in the way of its benefits.

But talk to anyone at the annual MINI pilgrimage from London to Brighton...

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