Our challenge was to launch the new MINI Clubman with communications that were rooted in the unexpected. After all the MINI Clubman is ‘The Other MINI’.

 

With pre-launch buzz abounding, hot prospects and customers had already raised their hands in interest, making targeting easy. To keep our audience excited we used three stages of communication, culminating in the big reveal on launch day, to encourage test drive bookings and car sales.

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