Our brief was to create an ad for the new, lower priced MINI Hatch. The challenge was to convey a very retail offer without compromising the brand’s prestige or personality.

Our audience has always aspired to MINI ownership but this emotional connection has never translated to purchase because in Australia, MINIs are seen as expensive vehicles. This offer was designed to remove that barrier and allow them to follow their heart, without their head getting in the way.

In other words, they could now satisfy the emotional desire of MINI ownership with the rational justification of a low price point.