When MINI Richmond launched it’s 25,000 square foot Richmond dealership, Auto West Group turned to us to get the word out. The group of dealerships was keen on targeting a Vancouver audience and expanding their reach beyond the Richmond borders in an effort to entice customers to experience the new look firsthand. Keeping in line with the theme park appearance of the new dealership, we developed an out-of-the-box multi-pronged strategy to launch and sustain the hype that included a carnival-themed soft launch event, a ribbon cutting ceremony with the city’s Mayor and a VIP Grand Opening party that officially launched the dealership. Finally, we developed a comprehensive online campaign; the Choose Your Own MINI Adventure that engaged three influencers to drive and report on their “day in the life of a MINI”, ultimately giving away a MINI for a year along with a BC adventure of the winner’s choice.
Together, the strategy was successful in increasing foot traffic to the dealership. The launch was covered in regional outlets including CTV, Breakfast Television, Richmond Review, Richmond News, Ming Pao, and Auto World Magazine. Online, the contest made a significant impact, increasing MINI Richmond’s Twitter following by 568% and Facebook following by 289%. Additionally, it resulted in more than 100K unique website visitors, over 3K contest entrants, and resulted in a national marketing award.