Mini Cooper

The Mini Cooper hails from a line of cars developed in Britain during the late 1950’s. It was revolutionary in design, engineered unlike any car before it and possessing a certain quality of personality that no other car could claim. Its charm lives on today. Mini Cooper excels in the promotion, marketing and advertising of their cars. The campaigns are as unique and innovative as the car itself, perfectly capturing the joyful essence of owning a Mini. They stand out, they’re memorable and they make people want to own one.

Despite the ingenuity of Mini's ad campaigns, they are often criticized for their tendency to market towards current owners while the population that doesn’t yet own a Mini but may want to is nearly ignored. Interested buyers feel left out from an already established Mini community.

A campaign to entice new buyers offers them to come in for a test drive although it's no ordinary test drive. A group of drivers go all at once along a designated route through city or country-side ala The Heist, guaranteed to attract onlookers and stir up some fun. Mini dressed as a bandit continues to make the car endearing. Driving around with a lot of people causing a scene continues to make it quirky and unique.