TAKING A CHEEKY REBEL MAINSTREAM
MINI
Defy Labels
Capabilities
Creative
Design
Production
PROBLEM
After 10 years of growth with BSSP cultivating MINI as the counterculture underdog, the next frontier was with mainstream audiences looking for a larger vehicle. But image rules in car culture, and they saw MINI as “cute” or a “chick car” and one that simply didn’t fit their lifestyles.
OUTSIDE-INSIGHT
A societal rise in divisive labeling, stoked by social media, can only be answered by a brand with a long history of crossing societal boundaries. A car from England that is proudly driven by everyone, from royalty to pop stars like the Beatles, and, of course, plain ol’ regular folks.
SOLUTION
Confront the labels that the brand and its owners have been given to demonstrate that MINI is much more than a frivolous small-car brand. It’s a brand with both substance, soul, and a larger size. It’s a car that helps Defy Labels.
MEDIUM
Our media team applied a grassroots-at-all-levels mentality to MINI. This meant that every media decision needed creative thinking. From a spot in the Superbowl, a web of digital and social content, to activations in sponsorships like the Olympics where we teamed up with athletes overcoming adversity on the way to the world stage.
OUTSIZED IMPACT
Brand consumer buzz reached an 18-month high. NPS soared 140% higher than baseline. What really matters is that 74% of total visits to the website were new and unique visitors and leads ballooned nearly 15% for the duration of the campaign.
Oh, and the Washington Post called our effort “a masterpiece.”
MORE WORK
Mitsubishi
Mitsubishi
Mitsubishi
ESPN
Blue Shield of California
