Advertiser: BMW GROUP MALAYSIA Brand: MINI Creative Agency: - Credits: -
MINI needs no introduction. It enjoys massive following among car enthusiasts who love “small cars that can.” Despite the love, the premium car segment is unfortunately small too. Many brands are in the same pie with bigger advertising budgets. MINI challenged us on how to standout during yearend by way of connecting with their audience in an exciting, inventive, and fun way – core values that MINI live by.
Insight, Strategy and the Idea
Yearend is undoubtedly owned by Christmas. What goes with it? Gift-giving. We were inspired by the symbolism of “big things come in small packages”, much like MINI. This gave us the idea of doing a CSR campaign where MINI took ‘gift wrapping’ literally: to become the wrapper. Additionally, every wrapper is a donation to the KidsForKids funds. YoungUrbanCreatives (Yuccies) have strong spending power and is MINI’s sweetspot. By showcasing MINI’s philosophy creatively in a Christmas wrapper, we know we’re touching Yuccies’ hearts (CSR) and minds (branding).
Where is the best place to give wrappers? Shopping centers without a doubt. MINI partnered with BangsarVillageShoppingCentre to place its wrappers in exchange for donations. For the first time in Malaysia, MINI turned a poster box into a wrapper dispenser. It was cleverly designed such that each time a customer pulls-out the wrapper, the roof design of the MINI in the poster box also changes. Simple, straightforward, and eye-catching.
Results and Effectiveness
Consumers loved MINI’s innovation and CSR that it nearly ran out of wrappers! Nearly 2,000 wrappers were dispensed in 2 weeks – that’s a lot of small and big gifts wrapped in a MINI. MINI made an impression on nearly 40,000 shoppers – and this led to a rise in inquiries and showroom visits in December, proving that MINI is a car that can!