The Marcom Engine & dentsu present: “MINI goes into extra time for its “salon deals”

Responding to the fervent calls of its dedicated fan base, the iconic MINI brand introduces its irresistible "salon conditions" to the automotive landscape. Whether enticed by the allure of the latest generation models, exemplified by the new MINI Cooper Electric or the commanding MINI Countryman with its powerful SUV design and imposing presence, or captivated by other models boasting the distinct "go-kart" sensation, MINI enthusiasts are in for a treat. The exclusive salon conditions extend to the entire range, including a thoughtful assortment of winter accessories that promise exciting discounts for proud MINI owners.


Not content with a mere fleeting offer, MINI has decided to go the extra mile, allowing enthusiasts to continue relishing the salon conditions until the end of February. The campaign, artfully articulated under the banner of "NEW MINI. HAPPY YOU," is orchestrated by Serviceplan, Media.Monks and Berylls (The Marcom Engine alliance) in collaboration with its offline media partner, dentsu. This multifaceted campaign spans the realms of social networks, digital media, print publications, an expansive 2M2 network, and introduces innovative (D)OOH XXL formats, such as the unmissable giant elevator in the heart of Antwerp Central Station.


One of the highlights of this campaign was the docking of the MINI BIG LOVE Boat in Antwerp and Brussels. The aim was to create a unique event to bring together individuals who share their common passion for MINI and enable fans to feel the BIG LOVE of the iconic brand.


As February unfolds, it not only extends MINI's showroom offerings but also underscores the brand's commitment to sharing the BIG LOVE. More than just a vehicle, MINI embodies a lifestyle. Plus, the latest addition to the lineup, the brand-new MINI Countryman, is ready for exploration at MINI dealerships nationwide.


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Chloe Le Garrec
Marketing Manager Serviceplan
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