Malaysian Media Awards Winners Showcase

The Challenge
MINI is known to be strongly associated with Females. With the launch of MINI CLUBMAN, we had an interesting yet difficult task of positioning it as the GENTLEMAN’s CAR.

Insight, Strategy and the Idea
With the emergence of metrosexual lifestyle: the definition of Gentleman has progressed. Gone are the days when “GROOMING & STYLE” were not really the gentleman’s thing. MINI Clubman offers distinctive characteristics to the new generation affluent men, something that goes with their metrosexual nature. However, performance driven digital campaigns could only create a push with little emphasis on the license to flaunt the MINI CLUBMAN offers. So we created the “Handbook of Style”, a customized 50 page booklet, underlining different aspirations of today’s GENTLEMAN. It was placed as a MAGAZINE WITHIN TOP MAGAZINES that served as a Bible for style seeking men with very subtle branding.

Media Execution
We launched with an impactful series of content led ads contextually placed in the most relevant publications, i.e: The Edge & Esquire. This sets the tone for our campaign and established CLUBMAN as the most style evoking car of the year. We further planted the meticulously crafted MINI booklet as the handbook of style in partnership with “Esquire”- last word on men’s fashion & lifestyle. The 50 page customized booklet had everything today’s gentleman desires: From grooming to dressing to Shoes and Watches – the MINI CLUBMAN’s BOOK OF STYLE, had it all. Our execution tactics demonstrated brand’s distinct personality & removed the stigma of MINI being a female car and in no time, men were queuing up outside the MINI showrooms.

Results and Effectiveness
• Reached out to 250k quality gentlemen! • Tripled call queries in our campaign and amortized investment through placement of the handbook of style across MINI showrooms. • 60% additional sales above target • Attracted partnerships with a leading bank that increased results by 4 times.