MINI Retail Communication
Navigating the road ahead for MINI dealerships
Deliver a dynamic service to MINI Financial Services and MINI retailers that match what we were already providing to the BMW Marketing, Sales and Retail networks.
MINI is a brand unlike any other and while we had a proven BMW solution in place that did not need changing, the strategy and creative for MINI required and entirely new direction. We assessed existing retail communications, adapted global brand guidelines for local marketing and developed campaigns to support retail and CRM initiatives. Creative was tailored to attract new sales and finance leads with support across the model range for new car launches and MINI Approved Used Cars resales. Customer Relationship Managers were also armed with an arsenal of communications to engage with customers at every turn of their MINI journey.
Our communication kit supported by bespoke campaigns and 3,228 one-off creative executions in print, press, radio, outdoor, tactical as well as in-dealer branding led to a year on year increase in MINI communications that were directly attributed to exceeding sales targets.