MINI Financial Services by G2 Direct & Digital

Share this content:

In 2007, car maker MINI wanted to raise consumer awareness of its MINI Financial Services and educate car dealers on the benefits of promoting the service. G2 Direct & Digital developed a campaign to “put the fun in financing,” to engage core segments more effectively with the MINI's financing options.

“The benefit for the dealer is that the car buyer is more likely to be loyal, and come back to the dealership for their next car or to turn in a current one, plus the buyer's information is stored in a database for future promotions,” explains Liz Martin, management supervisor, G2 Direct & Digital.

Online banner ads featured a virtual MINI, which would drive around the banner revealing key message points, and a landing page that displayed two different APR offers. Dealerships featured disco balls, karaoke machines and portable pianos to convey the lighthearted MINI experience.

“We wanted to go at it from a consumer standpoint as well as through the dealer. We had the point-of-sale props to not only engage the customers but also engage the dealers in the whole process of educating the customers on the MINI Financial Services products,” says Martin. “It was the first time we had any brand presence in the dealers – big signs, brochures, hand-outs. It was about bringing the brand to life in the dealers.”

Associate Creative Director
Martin Berman

Associate Creative Director
Ludovic Moulin

Ian McAllister

Management Supervisor
Elizabeth Martin

Interactive Media Planner
Kyle Shull

Please e-mail for all feedback and contributions.


Next Article in Caples Awards

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above