MINI’s Fun Campaign Surprises Drivers: We Tow You Drive

MINI’s brand activation campaign “We Tow You Drive” surprises stranded drivers with a test drive on the street.

MINI went all out to surprise drivers when they least expected it, with their latest brand activation campaign. MINI decided to take the test drive out of the showroom and onto the streets with MINI We Tow You Drive.

The carmaker partnered with a tow service company to help drivers whose cars – indiscriminatingly of all brands – had broken down. The programme responded to breakdown calls in real time, with a MINI dispatched together with the tow truck.

While their cars were being towed away, the drivers were offered a free ride to their next destination and drive it to their next destination. This positioned the brand as something of a hero, responding to drivers in need, while getting them to test drive the vehicle.

The programme was launched to help the brand align with its recent findings. Sunny Medalla, head of MINI Asia, said;

From experience we know that the exhilaration of driving a MINI, its sharp handling and zippiness, really wins people over. In fact, our statistics show that consumers who test-drive a MINI are significantly more likely to consider buying one.

And at the same time, we effectively widened the reach of our test drive opportunities.

Conceptualized and executed by Singapore-based creative agency Kinetic, the stunt earned smiles and praises from the drivers, who called it “innovative” and “a wonderful experience”. Through We Tow You Drive, MINI really made the drivers’ day by unexpectedly turning an annoying situation on its head, and remaking it into a pleasant surprise.

Want to see your content here?

It’s the right time to go global! List your agency among the leaders of the industry, promote your works, create original content and find your new team members!

SUBMIT CONTENT

WORK | Ads & Commercials

The Most Creative 6-Second Ads Revealed By YouTube Advertisers

YouTube reinterprets the unskippable ads in a high-level. The new ad format was …

WORK | Ads & Commercials

Arconic Reimagines The Year 2062 With ‘The Jetsons’

Are you ready to ‘Meet George Jetson’? The air travel, future citysc…

WORK | Ads & Commercials

Step Into Wonderland With Oreo Thins “Not Too Sweet” Spot

Oreo Thins “Not Too Sweet” commercial for China created by Design La…