To launch the iconoclast MINI in incredible India, and create buzz across all channels for a previously unknown brand.
MINI is like a friend. A friend with a fantastic story of more than 50 years. A perfect partner for those who are spontaneous and live life without ‘brakes’. Those who are unstoppable, stylish & different. MINI, the legendary icon, complements their personality perfectly.
And now it was in India. Hence the central concept of the launch campaign: BE MINI. UNBRAKE.
We created buzz across all channels: From the central online teaser platform www.mini-soon.in to the MINI India Facebook account; from the iconic International Delhi Airport to the mega Auto Expo – nothing works better than cult content. The result: over 350,000 fans on FB, and growing!
Play the video below to see how the legendary MINI was launched in India.