Not-So-MINI Puzzle

The Challenge:
Waiting sucks. And during the supply chain crisis, a lot of people were doing a lot of waiting. MINIacs, MINI’s die-hard owner community, were no exception.

The Insight:
Rather than play whack-a-mole on customer service complaints, we came back to a good bit of common sense—Something’s always better than nothing, especially when that “something” is kind of a MINI.

My Role:
I worked very closely with the creative directors on this project as a proactive client brief. I served a critical role in developing the insight, concept, and key messages.