The upcoming of the new MINI Countryman (launched in September) lead us to a great idea that was able to match the positioning of this new car with brand values and MINI tone of voice.MINI Countryman is the first MINI with 4WD, the most extreme MINI version, ideal for the city, and for the off-road as well.

The creative visual shows a typical winter woollen pullover with snowflakes and a group of reindeers jumping though the wood.Opening the mailing, the visual seems quite the same but we soon notice that a MINI has burst into the scene disturbing the reindeers that are running away.The headline says: Merry Xmas. And a Wild New Year.

MINI takes care of its clients and usually takes advantage of national holydays to make them hear its unusual voice! The objective of this campaign is to wish Merry Christmas to all the existing MINI clients through a spectacular direct mailing

The response rate was over 30%: almost a third of the recipients went to MINI Dealers during Christmas Holydays or to MINI Countryman page on the website, with an average visit length of 3.40 minutes.

MINI aims at being always a step further than other brands. For this reason MINI use to talk to its clients in a very uncommon way, using unconventional BTL and one-to-one materials. In this case, an apparently simple greetings card became a special way to wish Merry Christmas, in the typical MINI tone of voice.Consumer researches showed a very high rate of liking and enjoyment toward the brand and its communication one-to-one materials.