Mini / Digital Work

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.

THE INSIGHT

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 expectations and perceptions. In fact, sales were actually lost on-site.

THE 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:

Combine outreach with Twitter and a social strategy designed to specifically target the auto-media world, where events play a big role.

Convert Mini’s 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 DefyLabels ethos.

At its core, Mini has always been about design and utility – key brand differentiators. We helped A/D/O, a subsidiary of BMW and Mini, launch a new physical space in Brooklyn, which caters to a local design community via on-site and web experiences.

THE 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.