2011 Winners & Shortlists

Results and Effectiveness

While the segment continued to drop (13.3% in 2010), Mini was able to stand its ground firm and deliver massive sales increase of 40.4% over 2009 sales. MINI closed the year achieving a remarkable 16.4% market share within the segment, exceeding all expectations.*

Creative Execution

Disrupted normal shopping experiences in a mall by displaying a Mini wrapped in a transparent toy box and dared shoppers with messages like "stand clear for your own safety" and "...keep away..." written on it. "Pepper and Chilli" concept for the Mini models were created. Aggressive messages on banners like "Are you tough enough for Mini Pepper and Mini Chilli", emphasising on the masculine image that triggered curiosity/interaction. To increase test drives in a simple and convenient manner, we used in-banner application forms. We associated with an upcoming Paolo Nutini gig - instead of traditional sponsorship, we created Mini experiences around the gig. Upon entering, revellers found themselves in the middle of a fun photo shoot with the cool MINI Cabrio with sunglasses and crazy-coloured wigs as props. Pictures taken were uploaded to the Mini Facebook Group. Mini also promoted "Don’t Drink, Just drive." campaign during the gig.

Insights, Strategy and the Idea

The region thrives on superlatives: tallest towers, biggest manmade islands etc. It seems to have rubbed off on its residents with them driving bigger cars for safety or off-roading but most prominently to drive within the city! It was always a challenge for Mini to maintain its glory within a segment that was declining year on year. Mini had an aggressive target of reaching 15% market share in 2010 within the segment, versus 10.1% *in 2009. What didn’t help is the perception of Mini being feminine and unsafe. There was a need to showcase Mini in a different light – being "tough" and "cool" at the same time.