We're big fans of Mini cars at Egg and are loving that the brand is striving to retain those hipster drivers as their lives change by adding bigger vehicles to the fleet. However, like all good brands, Mini knows what has to remain in the brand vault - the values that are unshakeable and stay at the core of everything they do. The sheer fun and exhilaration of driving is part of Mini's appeal and that is firmly communicated in the latest offering from agency BSSP. To launch the new Mini coupe, the brand ran a contest, asking drivers to describe "The Best Test Drive Ever. Period" - in 6 words. The winner got to shoot a film of his description. Mini exudes the confidence that comes from knowing exactly who they are...and it is perfectly captured in this 2 minute film. I had fun watching...imagine how much fun the driver had in making it.
The Dozen is an eclectic take on innovation, branding, media, strategy and research, brought to you by the creative minds at Egg Strategy.
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