MINI is a well established brand in the Chinese market. However, only a few know that the current MINI is a “re-edition” of the legendary MINI classics from the 1960s and that a MINI is not just a car but is a lifestyle and has been since the beginning of its days.The task assigned to the agency was to cleverly close this gap in the brand perception.

Since the target group is unaware of the history, originality and tradition MINI is stands for, the planned measure aims at explaining “The MINI Story” in an easy and understandable way without forgetting the MINI-typical “twinkle in the eye”.An attractive interactive booklet on the MINI history was exclusively mailed to potential customers and introduced "The MINI Story" to the reader in a playful, but not educative way. The reader was invited to complete the book, by collecting the missing stickers published in special magazines over the following months or by simply calling the call centre.

3,552 incoming calls at the call centre and 1,115 sales leads for a car, whose yearly sales figures are well below 5,000 units, show the success of this very targeted campaign.