MINI targets young Malaysians with “knack for the unusual”

Earlier this year, MINI appointed Saatchi & Saatchi Malaysia as its creative agency and now it has launched a new campaign with the agency for the new MINI Clubman.The agency developed two Web Films: Hit Chaser and Things Maker as part of the launch.

According to Sathi Anand, executive creative director of Saatchi & Saatchi Malaysia the launch of the new Clubman gave the agency “a real chance to collaborate with young people who have the knack for the unusual”.

“There is this great movement of collective consciousness at the moment, through various independent, unconventional pursuits. We are thrilled to be able to bring that to light via a brand that has been an icon over the years,” he added.

“From pitch work to final execution, the client remained true to the idea of go with your gut. An idea that really allowed us to immerse ourselves in modern Malaysia and celebrate the endeavours of a growing group of young, energetic urban Malaysians, known as the Creative Class,” he said.

Take a look at the campaign:


Last month when the new MINI Clubman was launched,  Han Sang Yun, managing director and CEO of BMW Group Malaysia said, “The New MINI Clubman creates a new chapter in the story of MINI. The new car revolutionises the brand, taking the MINI appeal a notch higher with current trendsetters and drives the creative class social segment.”

Han added that the MINI brand has been growing steadily and the New MINI Clubman will continue to set the tone for the brand’s performance in the country. Up until the month of March, a total of 197 MINI vehicles have been delivered, marking an increase of 38% as compared to the same period in 2015 (143).

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