MINI – Global Action Sports

The link between the brand’s motto “Creative Use of Space” and the importance of creativity in action sports formed the basis for a global action sports marketing strategy which authentically and credibly positioned MINI in the snowboard and surf markets. The project encompassed content creation, on-location activation, partnership management and advising national MINI sales outlets. In particular, a partnership with Burton and Channel Islands allowed for authentic integration of MINI in core events, special interest media and product collaborations, while mailing campaigns, product placement in flagship stores, POS material, catalogues, joint giveaways and roadshow concepts designed to generate leads through test drives ensured global reach and activation.