MINI goes to the park

MINI launched a guerrilla campaign to showcase its products directly to consumers from 16 March until 31 March.

Targeted park-goers and crowds at the Park City's Waterfront, the campaign aimed to garner new prospects and drive traffic to the new Bangsar showroom and to create stronger awareness on Ingress Auto, the authorised MINI local representative since October 2012.

The public was treated to a preview of four MINIs at the park, as well as MINI freebies.

The MINI fleet also collaborated with Desa Park City in support of its Earth Hour 2013 event.

Natasha Karim, head of MINI at BMW Group Malaysia, told A+M, "The MINI brand is about breaking the state of the norm. We wanted our fans to experience the Not Normal where MINI fans could experience the excitement of the brand through an array of MINI vehicle models on display as well as a fun-filled weekend of activities."

The campaign was publicised on-ground and on social media.

For MINI Not Normal Guerrilla Drives, the creative was executed by Saatchi & Saatchi Arachnid.