Statistics show those who test-drive a MINI are more likely to consider buying one.
So we came up with a campaign that would take the test drive out of the showroom and onto the streets, targeting drivers at the one time when they really need a ride — when their cars let them down.
Partnering with a tow truck, we went to the rescue of drivers whose cars had broken down. While their cars were being towed away, the drivers were offered a free ride; only catch was, they had to drive themselves in the MINI.
