Given the competitive auto market, MINI is always on the lookout for new ways to reach customers, especially those who have yet to experience the brand. They challenged us to come up with an activation campaign which would do that rather than relying on tactical, price-led promotions.
Statistics show those who test-drive a MINI are more likely to consider buying one. So we came up with a campaign that would take the test drive out of the showroom and onto the streets, targeting drivers at the one time when they really need a ride — when their cars let them down.
Partnering with a tow truck, we went to the rescue of drivers whose cars had broken down. While their cars were being towed away, the drivers were offered a free ride — only catch was, they had to drive themselves in the MINI.