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Revitalizing MINI's Brand Image Through Interactive Digital Content Marketing

Applicable Functions

Sales & Marketing

The Challenge

MINI, a renowned automobile manufacturer, was facing a significant challenge in reconnecting with a lost generation of performance motoring enthusiasts. The company's brand image had suffered, and it was struggling to convince this demographic of its high-performance capabilities. The challenge was not just to launch a new model, but to reestablish MINI's reputation as a high-performance vehicle manufacturer. The company needed a solution that would not only reach a wide audience but also engage them interactively, convincing even the most skeptical enthusiasts of MINI's performance capabilities.

About The Customer

The customer in this case study is MINI, a well-known automobile manufacturer. MINI is a brand that has been synonymous with compact, stylish, and performance-oriented vehicles. However, the company was struggling to connect with a lost generation of performance motoring enthusiasts. These enthusiasts are a key demographic for MINI, as they value high-performance capabilities in vehicles. MINI's challenge was to win back this demographic and convince them of the high-performance capabilities of their new model.

The Solution

To address this challenge, MINI launched a 9-screen interactive content experience designed to showcase the high-performance capabilities of their new model, the John Cooper Works Hatch. This digital content marketing strategy was flexible across a wide range of formats, allowing it to reach a broad audience. The campaign was built on wholly original, truly interactive content, designed to engage users and provide them with a firsthand experience of the vehicle's performance capabilities. The interactive experience was hosted on a microsite, which served as a platform for users to view the content and register their interest in the new model.

Operational Impact

The interactive digital content marketing campaign was a resounding success for MINI. It not only reached a wide audience but also effectively engaged them, leading to a significant number of views on the microsite. The campaign was successful in generating interest among the target demographic, resulting in a number of qualified leads that exceeded the target. Most importantly, the campaign played a crucial role in revitalizing MINI's brand image. It successfully convinced the lost generation of performance motoring enthusiasts of MINI's high-performance capabilities, leading to a significant boost in sales.

Quantitative Benefit

The campaign reached 9 million people
The interactive experience on the microsite received 400,000 views
15,000 registered interest as qualified leads, which was 25% above the target

Revitalizing MINI's Brand Image Through Interactive Digital Content Marketing

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