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MINI in the Middle East had a similiar problem to China – luxury SUV´s, Rolls Royce and the BMW 7 series rule the market. With the rather annoying detail that the client had an even smaller budget compared to our chinese client.
Still, we managed to get people talking with a rather unusual approach to make it clear that MINI just got 50 and that it´s not “a girlie car.” We came straight to the point and told the consumers: “50 years of MINI. It´s not a cute anniversary.” And bashed cartoon girls to underline the message via short flashgame, on the website and in print. |