MINI Used Campaign
MINI launched an initiative to help drive sales on used vehicles. The entire campaign was based around current inventory and predicted new car sales outpacing the used market.
My Role: Art Direction
MINI Trade-In
With the shortage of used car inventory, MINI needed a way to help increase sales in the used market by driving supply higher. Customers were holding onto their current vehicles and not engaging with the brand after their initial purchase.
Challenge:
We created a couple email touches that spoke to the value of trading in your current MINI for a new one. We leaned into the customer service side of MINI that is professional, knowledgeable, and friendly. This let our prospective customers know that all of their needs will be met with a new MINI and that our MINI centers were there to help guide them on their purchase.
Solution:
MINI saw an increase in used car trade-ins/new vehicle purchase transactions that helped relieve MINI’s used vehicle inventory issue they were having.
Results:
MINI Loyalty Credit
Challenge:
Continuing on MINI’s issue of used inventory and repeat customers, we had to address customer loyalty to the brand.
We created a touch that hit the loyalty credit right out of the gate. We wanted to let customers know that there was a reason to return to MINI: 2,500 reasons to be exact. With the loyalty credit prominently displayed, we worked in RTB’s and a social proof module that gave more reasons than just cash to come back to MINI.
Solution:
Money off drives results. MINI no longer has that used inventory issue and an increase in new MINI sales that utilized the loyalty credit was tracked across the vehicle lineup.
Results:
