Society is quick to label, especially when you look different. MINI has drawn double takes and jeers since the first day it motored off the lot in 1959.

But then something remarkable happened: MINI outperformed the competition on racetracks the world over and grew to become a global phenomenon. In short, MINI has been defying labels for nearly 60 years, so we decided to come out and confront these stereotypes once and for all. We wanted to tell our story of defiance using owners, athletes and icons who had also overcome adversity, to assure that the message resonated well beyond the auto industry. 

The brand repositioning launched the Defy Labels campaign, featuring well-known MINI owners such as Serena Williams and Harvey Keitel confronting erroneous labels often given to the car. The campaign debuted in February 2016 with teaser content on social media and the TVC airing during the third quarter of the Super Bowl.

In July 2016, MINI partnered with Feeding America and joined its community of owners on a cross-country rally to raise awareness of hunger and food insecurity through its #defyhunger initiative. The campaign harnessed social media and video reporting from the Wall Street Journal’s content studio to distribute the message and drive Feeding America donations.

The final act debuted during the 2016 Olympic Games in August. Turning the camera away from itself, MINI focused its broadcast and social efforts on influential Olympians who had overcome adversity and their own labels en route to the world’s biggest stage.

The year-long Defy Labels campaign generated over 5 billion media impressions, increased search interest by 20% and drove over 21 million website visits, a 3% increase from 2015. Through targeted brand messaging, the campaign exceeded yearly brand awareness and purchase consideration goals among the Creative Class and generated 96,000 qualified leads, an 8% YOY increase. And in a declining small-car segment, MINI sold 52,000 cars, outperforming competitors Fiat, Alfa Romeo and the Mercedes GLA.

Campaign and business results at a glance:

- 5 billion media impressions

- 96K qualified leads, an 8% increase

- 52K cars sold

- 20% increase in search interest

- Activated 4,477 MINI owners to participate in Feeding America program

- Donated 1.3 million meals to Feeding America through owner community fundraising and charity test drives

- Increases in brand perception for “MINI is a brand for someone like me,” “MINI is a brand with purpose,” and “MINI is a brand that defies labels”