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MINI Grabs Attention!

MINI is 'Newsmaker of the Year'

The Challenge:
Create an engaging print ad campaign to generate AWARENESS for brand MINI in India. Re-energize the brand in the hearts and minds of the Target Group and familiarise them with the product portfolio, i.e. the MINI Family: MINI Hatch, MINI Convertible & MINI Countryman, gradually shifting focus onto the MINI Countryman Diesel.
 
The Idea:
We conceived a strategic print ad campaign to be run across major cosmopolitan magazines. These niche magazines catered to potential Minacs! Our communication remained edgy but always relevant to the content of the magazine to reinforce the MINI brand in the psyche of their readers.
 
These magazine ads were run right up to the launch of the first diesel MINI in India – the MINI Countryman Diesel, which was unveiled in a “NOT NORMAL” MINI event.
 
We engaged the audience with gripping, edgy communication that lead to enquiries, test-drives and traffic to MINI India website.
 
Recognition:
The MINI print ad campaign was featured in Afaqs! annual publication ‘Newsmakers of the Year, 2013’ as one of the most impactful ‘Campaigns in the News’. Afaqs! is one of the leading websites in Asia-Pacific for Advertising, Media and Marketing professionals.

Info

Client
MINI

Branch
Automobile

Category
Campaign

Contact

Christoph Kunzendorf

Christoph Kunzendorf
Managing Director

+91 99 99 550 457

E-Mail: c.kunzendorf@serviceplan.com