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MINI Super Bowl: Defy Labels

Re-positioning the MINI Brand

Problem

Small. Cute. Chick car. MINI has been called a lot of things over the years. We set out to change those perceptions and reposition the brand towards a more premium space, starting with the new Clubman – the biggest, most premium MINI yet, with the help of some well-known MINI owners who’ve defied their own set of labels — Serena Williams, Harvey Keitel, Abby Wambach, Randy Johnson, Tony Hawk and more.

Solution

In a game ruled by stats, here were ours: 40MM online views… 530MM digital impressions… 1,100 pieces of PR coverage… 670MM earned media impressions… #1 car brand on Edmunds.com with a 100% game day lift… 91,000 visitors to MINIUSA.com on game day – with 82% of those, first timers… that translated into a 37% increase in leads, year over year.

Masthead
Abby
Serena

Content

We kicked it all off with a masthead on YouTube, with a teaser of the Super Bowl spot. From there, we launched a broader effort in social media, starting a conversation around defying labels and stereotypes in general – an idea much bigger than selling cars. We then released the TV spot, along with celebrity interviews – leveraging their channels and audiences to increase reach. The entire effort was amplified with paid social and partnerships with the likes of CBS Sports and The New York Times.

Results

In a game ruled by stats, here were ours: 40MM online views… 530MM digital impressions… 1,100 pieces of PR coverage… 670MM earned media impressions… #1 car brand on Edmunds.com with a 100% game day lift… 91,000 visitors to MINIUSA.com on game day – with 82% of those, first timers… that translated into a 37% increase in leads, year over year.

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