The MINI Cabrio contract

Direct Mail, CRM, Direct Marketing, Lead Generation

Background:

The launch of the MINI ’hardtop’ range instantly fulfilled the needs of a market niche. It was therefore not surprising that demand for the MINI Cabrio would be strong; in fact, such high demand left purchasers with a lengthy delivery waiting time.

Brief:

Develop a program to keep purchasers warm while they waited for delivery by maintaining their relationship with the brand. The program had to be relatively low cost, relevant to the purchase process and delivered in a typically MINI way.

Implementation:

Purchasers were mailed an amusing ‘fake’ contract requiring them to drive their Cabrio with the top down at all times. The ‘Always Open’ contract was sent out for signature and, once signed, was ‘officially’ stamped and endorsed by MINI and returned in a frame.

Outcomes:

MINI received so many responses from Cabrio purchasers who entered into the spirit of the ‘Always Open’ contract that vi developed a follow up mail-out to all respondents, which further enhanced the brand personality and customer relationships.