Campaign details
Brand: MINIBrand owner: BMW GroupAgency: UM New YorkMarket: USA
Objectives
MINI USA’s key goal is to get more consumers behind the wheel of MINI vehicles.
With a tight budget, we were challenged to:
- Maintain awareness of the MINI Countryman
- Drive increased digital actions (test drives, engagements, leads)
- Get ‘butts in seats’ during the holiday season
Insight
The US automotive market consistently demands larger cars – a cultural preference based mostly on safety perception and image. Unfortunately, MINI has a perception of being, well, mini. Consumers don’t fully recognize that the MINI...