The Mini

The Mini Campaign

Big prize, Mini theme

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A big-prize incentive campaign and event design, build and management were requested. Thinking big, we came up with a Mini adventure like no other.

The Challenge

The client wanted a three-month promotion with a big prize to boost sales in the reseller channel. The big prize was a car. The client wanted a concept for the promotion, branding and an incentive campaign identity that would tie in with their branding. The brief also included print materials, choice of car and organisation and management of the promotion finale event.

The BIG Idea

We pitched the campaign in full including the name, concept, visuals, finale event and use of our online incentive system to measure and track the participants progress. We proposed a Mini Cooper as the car, the colour and interior details of which the winner could choose. The participants would bank points based on sales made during the three-month campaign and the top performers would qualify for the finale event, which would see them battle it out at Silverstone for the keys to the Mini. The campaign would be kept fresh using a communications strategy that would feature direct marketing, spot prizes and prize-focused print literature.

Our Highlights

The concept and branding for the campaign were very well received, focusing attention on the brand in the reseller channel. The rollout of the online incentive system went very smoothly, with the content and structure engaging the target audience and maintaining a high level of interest throughout the campaign period. The Silverstone event made a big impact – we introduced some twists and turns before the big reveal to keep the participants guessing as to who would drive away with the new car.

The Upshot

As a result of the campaign, the client witnessed a significant increase in sales in the reseller channel, benefiting from stronger brand engagement and increased mindshare on salesfloors. The campaign was so successful that the client decided to continue the incentive programme after the initial three-month campaign period – fresh mechanics and prizes are introduced on a regular basis to help maintain and build brand awareness and engagement.