MINI asks Dominican Republic: “Who wants to play?”

They say the best gifts come in small packages. It seems like today it's definitely true.

Recently proclaimed as the "Car of the Decade" by German publication Automobilewoche, the MINI brand has been a pioneer in the creation of a new market segment called "the Premium Small Car." It was also voted as the Best Resale Value Car 8 years in a row*, and as one of the Top 10 Green Cars* of 2010. Adding to all of that grandeur is the fact that the brand is finally available in Dominican Republic.

The European automobile hit the streets of Santo Domingo with its recent campaign called "Who wants to play?". Inspired by the brand's new tagline entitled "Be Mini", TBWA's Creative, Copywriting and Art Directors Katy Capriles, Fernando Muñoz and Alejandro Capellán say the inspiration came naturally. With the idea of associating the brand with the mindset of playfulness, openness and extroverted personality, a MINI model was strategically placed outside one of Santo Domingo's most important shopping malls during the past Christmas season, with a giant remote control that made the car seem as a miniature version that a child could play with.


The reaction to the campaign was nothing short of extraordinary. From international automobile blogs giving great reviews, to Facebook mobile uploads from bystanders, to endless posts on Twitter, the campaign was a success in generating awareness, transmitting MINI's brand values and communicating that it was available in the Dominican Republic.  Its exposure was an excellent tool that generated sales right on the spot.

It's only a matter of time we see what other bright ideas are on the horizon for the brand as a new contender in the market...

There was something I read on the MINI USA website that seemed to fit like a glove:

"After 50 years of motoring, we still can't wait to see what's around the next turn..."

Funny you should mention that. Neither can we.


6 Responses to "MINI asks Dominican Republic: “Who wants to play?”"

  • […] This post was mentioned on Twitter by More than Branding, Maria Elena More. Maria Elena More said: New post: MINI asks Dominican Republic: "Who wants to play?" […]

  • LJ
    February 1, 2011 - 10:40 pm

    pretty cool! wonder what they did with the huge remote… did they give it to the person who bought the car?

  • Edgar
    February 2, 2011 - 3:34 pm

    BRAVO! I love these type of actions where brands actually can create an impact on consumer, that translate on brand awareness and hopefully at the end, on the purchase of the product. Great article on a very smart and strategic action!

  • K murphy
    February 4, 2011 - 7:53 am

    Gorgeous. slick and elegant. Congrats to the company and agency.

  • chemunoz
    February 4, 2011 - 6:56 pm


  • […] Mini Asks Dominican Republic: “Who wants to play?”, posted February 1 […]

Leave a Reply