MINI & Rapha
Drive to Ride
- Brand Strategy
- Brand Development
Drive greater sales by engaging new customers
The MINI brand has quite a challenge in the North American market where size matters — “as long as it’s big” is the common consumer mentality — and where the pressure on efficiency has been lessened by lower ‘gas’ prices. So, as part of an innovation programme led by the VP for MINI of the Americas, we identified a number of new initiatives MINI could action to drive greater sales volumes by engaging new customers with a brand generally not well understood: MINIs are not so small (anymore)!
With the successful launch of the partnership under the creative hook ‘Drive to Ride’, MINI now offers strategic advantages to the Rapha brand and cycling club activities through the provision of branded clubhouse MINI vehicles for use by the club.