Target: Generation Y/Millennials, 18 -25 yo
Objective: Create an integrated, multi-channel marketing campaign with a primary focus on social and experiential activities that will increase overall Brand Awareness and consideration for purchasing a MINI. A College Grad Program which provides $500 towards a MINI was an additional incentive to the campaign.
Solution: Our team realized that habits of the millennials differ from those of previous generations, especially when it comes down to car ownership. Millennials do love cars, but owning one is not on their top priority list. Therefore, we came up with a solution how to bring MINI closer to millennials and give them the chance to enjoy the fun ride whenever they need to without too much hassle.
We introduced: MINI IT - a collegiate car sharing program that allows students to hire a MINI hourly, daily or for the whole weekend without the responsibilities tied to owning a car. A MINI would become students’ most convenient, fun and comfortable way to escape for the weekend, collect their art supplies from across town, and most importantly experience the positives of driving a MINI. These MINI sessions would enable students to form a bond with MINI like never before.
Credits: MINI IT is a student project created in March 2014 in collaboration with creatives Ester Zar and Kevin Kiriluk.