Cannes Lions

MINI LIFESTYLE PRODUCTS

.START, Munich / BMW / 2005

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Overview

Description

Raise awareness for Mini Collection lifestyle products, specifically for the strategically important licensed products. Moreover, support awareness building for Mini brand on an international level, expanding MINI’s footprint as the "most exciting lifestyle brand". We are targeting fashion-oriented, cosmopolitan men and women between the ages of 25 - 40 years of age ("post-modern milieus"). With its design and innovation competence, Mini creates premium, uniquely stylish products that are vivid expressions of the exciting Mini lifestyle and those who live it.

Outcome

Results: unable to show results because the campaigns are not far enough along to quantify the success.

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