Mini wanted to 'Wish a merry christmas to the owners of the new Mini', using the occasion to strengthen the emotional tie between the brand and consumers.

The short term objective was toSpread the brand values of the Mini brand through our most credible sales reps: the owners. The long term objective was to develop an emotional link between current owners and Mini as a brand.But, since it’s Mini we’re talking about, not just any greeting will do, Mini's Christmas card ought to be the coolest card they get this Christmas.

Christmas is traditionally about family, best wishes, qualities that don’t have a lot to do with this little sports car whose reason for being is pure and simple fun.

Christmas does have a less spiritual side however the feasts and 'extra pounds'. This is something that fits better with the Mini’s personality.

So we sent “The christmas meter”, the “Best waty to measure christmas spirit”.The mailing encouraged Mini owners to compare the size of their belly before and after the Christmas Season, using our measuring device and its units of christmas spirit: Prawns and Suckling pig.

- 92% of MINI owners who received the mailing (test group) increased their Christmas spirit over the holidays (as opposed to 43% of control group). - The increase in Christmas spirit among mailing recipients was an average of 1.7 prawns higher than those who weren’t sent the greeting.:-) Quite obviously, we don’t know the results produced.- Several congratulatory messages from MINI (senders) and customers (recipients).