Since last 9th February, anyone who has taken their driving test in Italy will need for 1 year to drive cars with limitation in terms of engine capacity. Moreover the law requests that the younger drivers put on the rear windows of their cars a symbol that communicates immediately that they are new drivers.

This symbol is a simple P ('P' stands for 'patentato' in Italian→ new driver) printed in black on a white sheet. The objective of the campaign: communicate that MINI has a line for new drivers and, thanks to its characteristics, it is the perfect first car.

The idea was recognised and highlighted both online and offline. MINI saw an increase in the number of people visiting the dealership during the period of the activation and an increase of database of young drivers between 18 and 24 years-old (+25%) in that same period.

The idea was to transform the P from something to be ashamed of to something to be proud of. In a specific period, in every MINI dealership a street artist would paint that P in a creative way, becoming as a consequence a sort of piece of art: that’s 'pimp my P'. Every new driver buying a MINI would as a consequence be proud of that P, specifically designed for him.

Our strategy was to strengthen the link between MINI and new drivers, using P, the symbol that represents them the most. As MINI is not an ordinary car who drives it does not deserve an ordinary P. The one who drive MINI deserve a P that represents the mood and strong impact of the brand, in every detail.