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.