2012 Winners & Shortlists

The Brief

There were two key challenges hounding the MINI brand. First was the misconception that in a region dominated by big cars & SUVs, small cars are intrinsically unsafe. Then there was the lack of cult status & historical perception towards MINI. While MINI remains true to its heritage and iconic status, typical Middle East customers look for the latest designs. The task, therefore, was two-fold: establish MINI as a worthy contender for road space in the Middle East, and create a cult following befitting an iconic & established international brand.

Describe how the promotion developed from concept to implementation

We branded our activity Drive out Loud to give MINI a big voice consistent with its big attitude. We created the biggest 2-day driving festival in the region packed with stunts, races & rides with a renowned stuntman, competitions, a vintage MINI car show, live music, street art, parkour & freestyle. We gathered MINI owners from across the GCC & Levant & documented their cross country drive. We promoted the event via print, online, out of home & social media. We even sank a MINI in the Dubai Mall aquarium, all to give MINI a presence larger than life itself.

Describe the success of the promotion with both client and consumer including some quantifiable results

MINI saw a 77% growth in 2011 across 8 Middle East markets with sales of 1,108 cars - the strongest growth ever since the brand was launched in the region 11 years ago. Thanks to almost 1,500 MINI enthusiasts from across the Middle East who took part in the region’s biggest driving event, we gave MINI a considerable presence in a region where almost everything - including wallets & egos, are unbelievably big. Image wise, we convinced consumers that MINI has substance in abundance.

Explain why the method of promotion was most relevant to the product or service

We knew the messages “big, substantial, & revered” would not resonate well on traditional media, and that the only way to be heard in a sea of big cars on wide open roads would not be to talk the talk but to walk the walk. By creating a massive event gathering MINI owners from across the region and giving them a venue to show off, we were also getting the attention of adrenaline junkies & motoring enthusiasts alike.