CASE STUDY
The Same But Different
Sophistication emerging from quirkiness.
The Challenge
Push the perception of Mini from a quirky, artsy brand to a sophisticated, upscale option. And do it without sacrificing name recognition or existing customer passion for the brand.
Approach
The Mini audience is emotionally pre-sold. They do their homework, making the customer journey extremely important in finalizing sales. Visiting dealers and witnessing the customer experience proved the brand was not living up to the expectations and perceptions. In fact, sales were actually lost on-site.
Result
We helped evolve the customer experience at dealerships, converting pre-influenced walk-ins to actual sales. The campaign was covered extensively by the press at car shows and various events across the country, helping to elevate the brand perception and make it a competitor in a more upscale market.
Solution
A multi-tiered, omni-channel approach to get more bottoms in Minis by changing the customer experience in real time and IRL. The nuts and bolts:
North America
Industry: Automotive
Size: 372K units sold in 2017
Website: www.miniusa.com
Company Bio
The MINI brand is an icon promising supreme driving pleasure in the premium small car segment.
Combine outreach with Twitter and a social strategy designed to specifically target the auto-media world, where events play a big role.
Convert Minis history into an immersive, touch-screen experience, adding a celebration of craftsmanship to support the brand’s elevated, upscale evolution.
Add to the customer journey by extending the Mini “DefyLabels” campaign to a digital experience, whereby the Mini audience can nominate exceptional individuals in their communities, then vote on who best exemplifies the DefyLabel
At its core, Mini has always been about design and utility – key brand differentiators. We helps A/D/O, a subsidiary of BMW and Mini, launch a new physical pace in Brooklyn, which caters to a local design community via on-site and web experiences.
