2013 Winners & Shortlists

The Brief

To cut through the Holy Month clutter, MINI needed to act larger than life - to loyalize its existing base of customers and to conquer other like-minded prospects who have yet to discover that MINI is indeed the little car that could easily outdo competition in the region. We knew a cutting-edge message on traditional media was not enough to compete against industry heavyweights. Our solution: spread the spirit of Ramadan, literally, by capitalizing on one of MINI's core assets - street style! So instead of taking to air or print, we took to the streets with Islamic "street art."

Creative Execution

If there is something MINI and Ramadan have in common, it would be the love for art. Graffiti is just so typically MINI. It’s a modern form of art and art is welcome in Ramadan. That’s why the main visual of the campaign is a street-art element –a ‘Ramadan Kareem’ graffiti even non-Arabic speakers will easily recognize. But graffiti is graffiti, it is meant to be experienced first hand and not merely read on print or heard on radio. The Graffiti Kit premium giveaway then allows for the graffiti to come alive, courtesy of MINI owners themselves. MINI in action!

Describe the creative solution to the brief/objective.

MINI needed an ally to get prospects interested in its Ramadan offers. Traditional advertising was simply not enough, even with a strong campaign like "Graffiti," where MINI tapped into a form of modern street art to celebrate the festive Holy Month. It was then when the idea to enlist its very own customers to spread the MINI spirit of Ramadan was conceived, in the form of a gift box - a Graffit Kit complete with a can of spray paint and a Ramadan Kareem stencil. The best influencers within the MINI community were then presented with the Graffiti kits.

Results

When MINI Middle East rolled out special Ramadan offers to push sales during the festive Holy Month, it was clearly aware that all other car brands were at it too, probably with even more substantial offers. To aid ATL and BTL efforts, therefore, the premium giveaway was conceived to engage loyal MINI owners to become strong advocates for the brand. Graffiti kits were given away to VIP owners in Kuwait, where campaign awareness grew instantaneously and where showroom traffic dramatically increased by 208% and was never again replicated in the months following Ramadan.