Let's not focus on the things the Clubvan doesn’t have. Let’s focus on the prime USP, the only reason to own a MINI Clubvan: it’s premium appearance, and use that as the starting point of all communication. The idea: seeing is believing. We show the premium appearance to the 40 most premium shops in the country and let them compete for the title ‘most beautiful store of the Netherlands’. The two with the most likes and the one with the most creative campaign, win a Clubvan for 3 months.

Primarily: all 40 stores got involved, actively using the MINI brand in their own communication. 6 of the 40 stores bought a MINI in the months following the campaign (3 of those where a Clubvan). The profit for this alone was larger than the investment in the total campaign.

Secondary: the sales goals for the specific model (MINI Clubvan) where exceeded by 24% on a national level.

Tertiary: the total campaign reach was almost 3,000,000, actively involving the target audience for the whole MINI brand.