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MINI :: MINI Soho
To watch the MINI Soho ad, you need Flash. You can get it right here and we’ll be waiting for you when you return.
Still not sure? Over 95% of Internet users in New Zealand have Flash. It’s really very useful for watching great clips just like this MINI TV ad.
Why Change?
MINI NZ was given the daunting task of testing a new low-cost way to retail cars. The new online sales channel was completely at odds with their existing price point and luxury brand positioning in the NZ market.
What Changed?
We turned budget constraints to our advantage and created a strategy based on scarcity and exclusivity. The campaign resulted in unprecedented traffic to MINI's website – a 760% increase. By the end of the first week we had sold our first car online – without a test drive and without viewing the car. In six weeks we were able to sell 10 MINI Soho's online and by December all the cars were sold.