BMW Mini

Selling cars went from a plum assignment to incredibly tough in the last few years. As the market contracted, so did budgets, and key players in the auto industry debuted some of the most lenient sales programs ever. Hardly an easy environment in which to market a car that has plenty of substance but has always sold itself more on style.

Coincidentally, the worst year in automotive sales history just happened to be the 50th anniversary of the Mini. So, the challenge was to make sure it would be a year worth celebrating.

Instead of trying to give cars away, the tactic was to make people want them. People were starting to get a little down with the constant reminder of just how bad things were, so Mini did what it’s always done: celebrate its exuberance, and make sure people knew that it was no ordinary 50-year-old. 

The creative approach relied heavily on out-of-home, the medium used to build the brand, along with television, the first for Mini in several years. TV demonstrated Mini’s handling (and showed the world what you can do with man boobs). Out-of-home continued to demonstrate the cheeky attitude and the sheer fun of driving a Mini.

Arguably the most exuberant expression of “Mini-ness” came from a guerrilla idea that took very little money and time but, nevertheless, created quite an impact. A Mini convertible was rigged with a pair of mannequin arms to make it appear that the driver’s arms were up in the air – just like on a rollercoaster. It generated so much attention that it was duplicated in other markets, including Japan, Taiwan, Dubai and Russia.

Beyond the downturn of the entire automotive sector, Mini also faces the challenges of being in the compact and sub-compact segment – the hardest hit part of the industry. But in typical Mini fashion, sales in the first quarter of 2010 ignored the recession and exceeded targets. Mini may have hit 50, but it shows no signs of slowing down.