SG: A Most Surprising Brand Activation Campaign by MINI

SG: A Most Surprising Brand Activation Campaign by MINI

OneShift Editorial Team
OneShift Editorial Team
07 May 2015

“From experience we know that the exhilaration of driving a MINI, its sharp handling and zippiness, really wins people over. In fact, our statistics show that consumers who test-drive a MINI are significantly more likely to consider buying one,” says Mr. Sunny Medalla, Head of MINI Asia.

The challenge was how to use this finding to help the brand. “With the MINI We Tow You Drive campaign, we had a win-win solution. It was a service rendered to drivers at a time when they needed a car most, winning their appreciation and creating goodwill; and at the same time, we effectively widened the reach of our test drive opportunities.”

Through We Tow You Drive, MINI really made the drivers’ day by unexpectedly turning an annoying situation on its head, and remaking it into a pleasant surprise.

Credits: Oneshift News Team

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