After a three-year positioning effort by CP+B to introduce a premium-priced compact, it was time to secure icon status. We noticed that iconic brands always seem to be knocked off. We wondered, “MINIs are so unique; wouldn’t a fake one look kind of ridiculous?” And a highly effective, wildly comical automotive notion was born. Icons possess multiple points of originality, so most executions consisted of tongue-in-cheek “infotainment” that exposed viewers to all of the MINI’s inimitable features. A second goal was to drive traffic to dealers, so the entire effort was underpinned with the advice to see an authorized dealer. The results were stunning: a 40% increase in year-over-year sales.
CCC agents at auto shows