MINI wanted to build loyalty and communicate the special offers in regular maintenance services to Mini owners of over two years who hadn’t come to the dealership and Official MINI Repair Shops in the past year.Objectives: Increase the number of visits to the Official MINI Repair Shops in more sluggish months, cultivating their loyalty - especially those who hadn't been in a while.Increase the sales of the brand’s original parts and acessories.

How could we make the MINI owners come back to the Official MINI Repair Shops?We called on their emotional link to the brand, showing them that their MINI was "less MINI" if they didn’t service it at an Official Shop.We sent a mailing to MINI clients asking them to choose between being “authentic MINIS” (coming to Official shops) or “not so MINI” (going to other shops). If the owner chose not to go to an official shop, their MINI would no longer be true MINI so we asked them to cover the MINI logos with stickers.

The mailing was done on a data base of 6190 inactive clients and 1027 of them (16.6%) came back to the Official Mini Repair Shops short after this communication.

Thanks to this action: We strengthened the emotional link between the brand and the Mini owners.We proved to the commercial force net how profitable the action was. This will increase the % of dealers who will use this campaign in future.