[8] MINI-vation

MINI is one of those few car brands that go against the grain. You never see a Cooper jetting across a barren desert or sliding in figure eight patterns ahead of other cars in that class. You won't see many ads drawn out with selling points or claims to best of class. What you will see is creativity, innovation and thinking that was never inside a box to begin with. 

What you might see is actual cars on display through crazy cool guerrilla tactics. One may be scaling a building underneath a finger like a yo-yo. Another could be packaged neatly into a box similar to those containing toy figurines and placed in the middle of a plaza.  Some of them might not use a car at all. There might just be a cardboard box amongst a pile of trash that appears to have once housed a Cooper inside like a flat screen television or a new fridge.

Ever driven by a billboard that actually interacts with you via a chip inside your key fob? Well if your a MINI-owning San Franciscan you might have. A few months into owning his first Cooper, my father received a stencil in the mail that said "MINI PARKING ONLY". I hadn't seen a smile on his face like that since the birth of my little sister. Needless to say it was his first MINI, but not his last. That is what MINI is great at, not just creating and maintaining a loyal relationship but growing it. MINI appeals to those who think differently, those who are passionate about the brands they love.

Want to see more of these ads? Check them out.

What could be cooler then these ads? The rigorous process that MINI exec Jim McDowell designed for agencies to compete for the account in front of one another.