Sneaky! Mini Teams With Tow-Truck Firm to Get People to Test Drive Its Cars

Auto Brand Gets Clever in Attracting Singapore Drivers

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Mini found a sneaky way to get prospective customers in Singapore test driving its cars; help them out when their other car breaks down.

The auto brand teamed up with a tow truck company, and when people's cars broke down, they were offered a (free) Mini to drive home or to the garage, while their car was towed behind. The campaign, devised by Kinetic Singapore for Mini Asia, was both a pleasant surprise for people having car trouble and a way of getting people who wouldn't visit a showroom to try out the car -- Mini's research having shown that people who actually test drive the cars are significantly more likely to buy one.

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May 06, 2015
Kinetic Singapore
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