In our campaign titled We Tow You Drive, we partnered with a tow service company and went to the rescue of drivers whose cars had broken down. Responding to breakdown calls in real time, a MINI was despatched together with the tow truck. While their cars were being towed away, the drivers were offered a free ride to their next destination — only catch was, they had to drive themselves in the MINI.

With We Tow You Drive, we had a win-win solution: it was a service rendered to drivers at a time when they needed a car most, winning their appreciation and creating goodwill towards the brand; and at the same time, we effectively widened the reach of our test drive opportunities.

Partnering with a tow service company, we went to the rescue of drivers whose cars had broken down. Responding to breakdown calls in real time, a MINI was despatched together with the tow truck. While their cars were being towed away, the drivers were offered a free ride to their next destination — only catch was, they had to drive themselves in the MINI.

We Tow You Drive really made the drivers’ day by unexpectedly turning an annoying situation on its head, and remaking it into a pleasant surprise. All the drivers we approached took up the test drive offer and had only good things to say about the campaign. More importantly, they were also won over by the handling and fun drive of the MINI, and all of them said they would now seriously consider MINI when buying their next car.

We Tow You Drive also generated much talk online. The campaign video we posted on Facebook garnered more than 327,780 views in just 9 days. Bloggers and consumers shared about our unusual test drive, and the campaign was widely featured on motoring sites as well as advertising sites both local and international.