SG: A Most Surprising Brand Activation Campaign by MINI
MINI went all out to surprise drivers when they least expected it, with their latest brand activation campaign. MINI decided to take the test drive out of the showroom and onto the streets with MINI We Tow You Drive. Partnering with a tow service company, the brand went to the help of drivers whose cars had broken down. Responding to breakdown calls in real time, a Mini was dispatched together with the tow truck. While their cars were being towed away, the drivers were offered a free ride to their next destination — only catch was, they had to drive themselves in the Mini.
“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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