MINI's whole marketing goal is to get butts in seats for test drives, since people who drive one tend to buy one. As part of the year end Motor-tober event, we asked people to describe the best test drive they could imagine–in just six words–and promised to use the winning entry as the plot for a two-minute ad starring the winner.
The program was a success, 97% of dealers participated making it the biggest dealer event in MINI history, 15,000 entries were received and year-on-year sales went up 70.5%.
MINIUSA.COM
Social Submission Creative
Additional Credits: AD: Sinan Dagli
Direct Mailer with T-Shirt
