The online advertising campaign by MINI India, made for those who crave adventure at every turn, proved to be quite a hit with the Indian netizens. The "BE MINI. UNBRAKE." online campaign was run across popular sports, business and men's lifestyle websites.
The "UNBRAKE" interactive flash banner animations gave interesting insights into the MINI way of fun motoring and helped divert traffic to the campaign's landing page, which received more than 46,000 unique visitors. On a month-on-month basis, the overall traffic to the MINI India website increased by over 400%. Those familiar with MINI know that its main edge is its powerful engine, which belts out 184 horses (Cooper S) and that it's an incredibly fun car to drive, backed by a racing legacy.
As MINI is still a fairly new entrant in the Indian automotive scene, the main goal of the campaign was to increase brand awareness. The campaign focused on 3 models - the MINI Cooper S, which was promoted on a sports website; the MINI Convertible, which was promoted on a men's lifestyle portal; and the MINI Countryman, whose ads were run on a popular financial daily's website.
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