2018 MINI launched the LCI MINI Hatch 3 door & 5 door with aspecial color edition - starlight Blue. MINI partnered with rising Men’sFashion designer PRONOUNCE to create a Pet Lover Kit as a car accessory, WE RedBridge was tasked to launch this accessory.
Riding on the trend of pet adoption amongst millennial consumers inChina, WE Red Bridge saw an opportunity to use this launch to create a morecaring and cool brand edge for MINI and generate broader brand affinity. Themed“暖冬宠爱”(Pet Love in a Warm Winter), WEturned MINI Starlight Blue’s boot as a photobooth for dog adoption on a winterweekend in Beijing. Mugshots of puppies for adoption alongside Pet Lover Kitwere taken from the boot, and published to not only to the MINI car ownercommunities, but also in broader lifestyle and pet lover channels includingBeijing Adoption Day & Goumin.com.
We received overwhelmingly positive reviews from pet living influencersand media friends, instantly making this initiative the most talked about eventin Beijing of the weekend. We got all dogs adopted in a week, achieved over andbeyond our set KPIs at every frontline in a short week. Most importantly wecreated a lasting cool and caring brand edge for MINI.