Project Description

mini cooper

  • Mini Cooper ad
  • Mini Cooper logo


MINI Cooper had established itself as the ultimate sub-compact car for quite some time, known well for its unique styling, fuel efficiency, and urban personality.

Although MINI was known around the world, a battle for market share with multiple competitors including efficiency models like Prius and Smart Car that had a stronger draw for environmentalists and the European retro designed Fiat peaked. Sales and brand equity began to deteriorate. MINI needed to re-launch the brand and introduce the Countryman and Clubman in a clear manner to avoid self-cannibalization.


A comprehensive segmentation study and our proprietary PlayGround sessions were conducted to uncover the identity of the true MINI evangelist.  We quickly realized that the primary segment was not attached to demographics but mindset similarities.

MINI needed to focus on attracting this “Creative Class” (Tastemakers) – the self-styled non-conformists who cut across all demographics: gender, age, income, etc. We focused on specific cities that were known to take the lead in style, creativity, and urban chic.  We launched our new strategy by featuring our fleet of automobiles by leveraging relationships with Art Basel Miami and (Russell Simmons), Coachella, Milan Art Festival (Blu), Paris and New York Fashion Week (Kanye West), Ultra Europe in Split, Croatia (David Guetta) and Primavera Sound in Barcelona (Diplo) and SXSW.