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.