Mini dips its toes into guerrilla marketing

Mini Hong Kong kick-started the first of a series of events for its Mini Countryman marque yesterday by floating the car across Repulse Bay.

The 'MINI Beach Adventure' event, launched by outdoor agency TCOB, saw Mini float a Countryman across Repulse Bay alongside a huge floating billboard with the tagline "Fishing for Compliments".

Anna Tang, marketing manager at BMW, said the idea behind yesterday's event was to build up its Facebook fan base, which has jumped to more than 2,500.

Aside from showcasing the Mini Countryman, models were scouring the beach with iPads to encourage people to Like its Mini Hong Kong page on Facebook and photographers were invited from local newspapers to snap celebrities alongside different Mini vehicles.

"Mini is all about personality and character, we've been wanting to do this for a long time," Tang told Marketing. "If it works we will consider doing other events like this."

Apart from the beach event, BMW-owned Mini will be running a number "Mini Scalextric" events in El Grande venues, starting with Cochrane's this Wednesday.

TCOB, fresh from picking up work with Fox International Channels, was recently appointed by Mini to execute the events.