2009 was the year of MINI's 99 euro campaign. MINI was looking for a closing offensive within this campaign for the month of December. The goal was to convey the MINI brand experience in combination with the low price. We used the familiar day-after-Christmas street scene: rubbish bags, Christmas trees, and the cardboard boxes our presents came in. A recognisable scene that MINI also makes intriguing. Because all over the city, we see a MINI Box on people's doorsteps with a big 99 euro price-tag. This is how we showed that MINI falls under the category of affordable presents.

2009 was the year of MINI's 99 euro campaign. MINI was looking for a closing offensive within this campaign for the month of December. The goal was to convey the MINI brand experience in combination with the low price. We used the familiar day-after-Christmas street scene: rubbish bags, Christmas trees and cardboard boxes our presents came in. A recognisable scene that MINI also makes intriguing. Because all over the city, we see MINI boxes with the big 99 euro price-tag. Which is how we showed in the action that MINI falls into the category of affordable presents.

The MINI Box was an eye-catcher. Passers-by stopped and checked out the box. It spurred conversations and people took pictures and videos. The MINI Christmas Box spread like wildfire on the internet. The YouTube video was viewed 100,000 times in just six days. Plus our box appeared on all the leading car blogs worldwide. What’s more, our campaign was featured in magazines and received outstanding reviews on numerous trendwatching blogs and in lots of magazines. Sales figures: We achieved a 240% increase in the number of test drives in January 2010 compared to January 2009. Car sales rose by 73%.

It is difficult to stand out with a promising offer in a sales-driven market. This is why we decided to combine our sales offer with the surprising and genuine brand value of MINI.