MINI Belux and The Marcom Engine send ‘unusual’ DMs to companies

Earlier this year, MINI Belux and The Marcom Engine (Serviceplan) launched “Business as Unusual”, a B2B campaign positioning MINI as the perfect company car. The brand is now expanding this campaign by sending personalised physical DMs to more than 500 companies and organisations.

Fleet and HR managers receive a miniature version of the MINI Aceman Electric, fully personalised with their brand’s colours and logos. They also get a box of delicious chocolates and a letter featuring a detailed visualisation designed to convince them to choose a MINI fleet. Companies that do so make their current employees happy and make it easier to attract new colleagues — because who wouldn’t want to head to work in a MINI?

Credits  

Client: MINI Belux

Client contacts: Stijn Vermeulen, Céline Deplasse

Agency: The Marcom Engine (Serviceplan)

Account team: Benoit Leveque, Robbe Van Bavel, Galia Burech

Executive Creative Director: Philippe Fass

Creatives: Kato Deca, Sander Van Den Broecke, Bruno Hansen

Studio: Justine Depape, Denis Roumegoux, Vishesh Durmae, Maheer Ahmad, Antonin Lefevre