MINI and KISS Rock the Rivals
With the launch of the Countryman, MINI had big news. Literally. The new bigger model had the potential to grow the brand by 3x, yet, without seeing it in person, prospects couldn't tell how much bigger it was in either size or attitude. The MINI and KISS Rock the Rivals campaign gave people a reason to look closely at the Countryman and test drive one at the dealers, all while benefiting UNICEF. By generating $18.7M in earned media, the campaign grew awareness (+7 percent), favor-ability (+50 percent) and sales (+67 percent), making April 2010 the best sales month in MINI history.
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