The MINI Cabrio model already had a success story as a four-seater convertible in its segment and in addition, the brand carries a very strong emotional load with its audience. The challenge was to launch a vehicle in a declining market, with reduced production of convertibles and to present the “rational” changes of motorization, technology and comfort of the product. All with the ultimate goal of increasing awareness of the model and, consequently, sales.
The audience was of men, 40+, residents of the south and southeast regions with young attitude, who wish to overcome the crisis of middle age and seeking their youth with emotion and adrenaline.
We understood that there was already a base of people in love with the Cabrio, but they lacked rational arguments to “give themselves” an excuse to make the purchase.
Understanding this behavior, we launched a strategy of handraiser: a pre-register in which the consumer chose to receive more information. By filling out the form he would enter an e-mail communication rule in which we explored every detail of the model, offering arguments and influencing the prospect to become a lead. From then on, he was already ready for the purchase, with all the rational already structured in the head.
For engagement to be even greater, a relationship platform was proposed to bring the profile of the car in reference to places with its own style.
In this project attended the process:
• Business strategy
• Design and layout
• UX and UI
Agency: Rapp Brasil
Client: MINI Brasil