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A key to success: BrAnd BehAviour.Mini WoW-stories.

Version 1.0 | Last revised: November 2010 |

contents.

Preliminary Note. 3

MINI Wow-stories. 4Canada. 4China. 5Denmark. 7France. 8Germany. 9Japan. 10 Mexico. 11New Zealand. 13Singapore. 14Spain. 15United Kingdom. 16USA. 18

MINI Brand Behaviour | A key to success: Brand Behaviour. MINI Wow-stories | Contents

The copyright holder of the images and graphics used in this document is the originator in each case. We would like to thank flickr: “eisenbahner” (page 11, figure 2), (http://creativecommons.org/licenses/by/2.0/deed.de), BMW Group, for providing the images.

To differentiate yourself successfully from the competition and to be irresistible, the special features of the MINI brand have to become tangible within the employees’ behaviour. Every contact with colleagues and customers offers an opportunity to keep the brand’s promise and to show that MINI is energetic, inventive, irresistible, and has only one goal – to excite. This is the purpose of the MINI Brand Behaviour Statements.

The Brand Behaviour Statements serve as the basis for distinguishing MINI and create a unique brand experience by translating them into concrete behavioural principles. The Wow-stories, which were provided by MINI associates all over the world, exhibit that customer-oriented approach is already lived actively day in and day out. They are outstanding examples of how customers can be positively surprised by unexpected behaviour and offers.

The Brand Behaviour team is looking forward to every additional Wow-story, which can be sent via e-mail to [email protected].

BehAviour thAt excites.Preliminary Note

MINI Brand Behaviour Statements“We inspire people with our excitement.”“We treat our customers like a friend.”“We excite with our energy and know how.”“We are charming and make our customers feel special.”“We always offer a clever solution.”“We are ambassadors of the MINI Brand.”

MINI Brand Behaviour | A key to success: Brand Behaviour. MINI Wow-stories | Preliminary Note Version 1.0 | Last revised: November 2010 |

cAnAdA.MINI Wow-stories

MINI Brand Behaviour | A key to success: Brand Behaviour. MINI Wow-stories | MINI Wow-stories

“As a kick-off event for the World Cup 2010, we had a display of MINIs in front of our dealership – the roofs were painted with the flags of the top ten participating countries. Moreover, we invited local junior football teams to host a barbeque. Fun and excitement was the theme of the day.”

“Every time we deliver a MINI, we always attach a premium tag to the keys that states “If found, please deposit in a mail box and postage will be paid for.” and displays our dealership’s mailing address. We have had a number of keys delivered to our store and we immediately put them in the key reader, check our service records and data base to verify the customer’s data, and contact the customer to let them know that we have their keys.”


“During the Olympic Games in Beijing in 2008, we made a unique MINI rickshaw. We cut a MINI Clubman and connected it with a typical Beijing rickshaw. We rode around trendy bar areas with this very individual rickshaw and offered passers-by a ride. It was one of the highlights of the MINI Clubman launch.”

chinA.MINI Wow-stories


“We organised a grouped car delivery, which shows customers that each MINI is unique according to their personality. The event gives our customers the chance to network, make new contacts and to meet other MINI fans.”


“A particularly popular activity is to display a MINI in front of popular local bars. We invite customers to take a look at our vehicles at these trendy venues. After a short car presentation or test drive, they can hang out at the bar and have a good time together.”

chinA.MINI Wow-stories

MINI Brand Behaviour | A key to success: Brand Behaviour. MINI Wow-stories | MINI Wow-stories Version 1.0 | Last revised: November 2010 |

“We had recently arranged “MINI Cappuccino Dates”: Off location arrangements at trendy cafés with possible MINI test drives. Overall, we organised four of these events and invited customers as well as prospects through adverts. Our customers were excited – we sold 13 cars at one of the four events alone.”

denMArk.MINI Wow-stories


“There was a customer that had always dreamed about a MINI. He thought about it as an addition to the family. On the day, when he picked up the MINI, we put a disposable camera and a photo album in the back of the car so the customer could document the first “steps” of his new MINI. The customer was very happy about the gift. Shortly after, he sent us a “family photo”, which is now decorating our office wall.”

FrAnce.MINI Wow-stories


“One of our customers ordered a MINI Cooper S as a gift for his wife. Because it was supposed to be a surprise, we ordered the same car as a 1:18 model and fixed the right number plate on it. We delivered the MINI directly into the customer’s garage, while his wife was out shopping. We put the key of the MINI into the trunk of the model car and delivered the present to the husband. Hence, he was able to use it for wrapping up the surprise for his wife. Both were so glad about the unique idea that two years later they ordered their second MINI.”

GerMAny.MINI Wow-stories


JApAn.MINI Wow-stories


“A customer drove over a curb at night and damaged his MINI, so he couldn’t drive any further. He called his sales consultant. Even though it was late at night, the sales consultant called the road service and immediately came to the scene of the accident. Along with the service assistents, he repaired the MINI despite the rain and the freezing temperatures. The customer was not only grateful and relieved by the quick help, but truly impressed by the commitment of the MINI sales consultant.”


“One customer asked us to hand over his new MINI at the showroom facing the street, because he wanted to propose to his girlfriend with it. He took her for a walk and when they passed by the dealership, he asked his girlfriend to have a look at the cars. When they entered, they saw this MINI with a big sign, we had attached earlier, saying “Would you marry me?”.”

Mexico.MINI Wow-stories


“A man in a wheelchair came to the dealership and told me about the love of his life, how they met and fell in love. Furthermore, he told me that his wife was happy everytime she saw a MINI on the street. Therefore, he wanted to surprise her with a MINI for her birthday. Based on the customer’s description of his wife, I helped him pick the right MINI for her. I delivered the car to the customer’s home and wrapped it as a gift. I also uploaded a song on a USB flash drive which, he told me, was special for them and placed a picture of their three children on the dashboard. When she saw her present, she was very excited.”


Mexico.MINI Wow-stories


“For our customers, MINI Club members and prospects we are arranging a project together with the owner of a go-cart track to give them an understanding of the sporty handling of a MINI and to show them how much fun it is to drive a MINI. After the go-cart races, we offer the participants a test drive so they can experience the go-cart feeling on the road as well. The goal is to sell five cars every month due to this project.”


“A customer had just collected his new MINI Cooper S JCW to which he had fitted many accessories including a special set of alloy wheels. Two days later, he called us again for two reasons: To refer his friend to us, who was also interested in a MINI, and to ask where he could get one of his alloy wheels repaired. When he had parked outside of his favourite café to show his friends his new car, he had damaged one of the wheels. We arranged for his car to be collected from his house, provided a loan car, repaired the wheel, and returned the MINI to his house at no charge. He was very appreciative and I am sure he will continue to refer his friends to us.”

neW ZeAlAnd.MINI Wow-stories


“A man rode a motorcycle because he was convinced that no car – no matter the brand – would fit into his garage. I disagreed and bet that a MINI would fit in it. While he had already forgotten the bet, I kept my word, drove by his house at the earliest opportunity, and parked the MINI in the garage without a problem. My friend was visibly impressed and wanted to go on a test drive immediately.”

sinGApore.MINI Wow-stories


spAin.MINI Wow-stories


“One of our customers wanted to make a special present for his wife and ordered a MINI for her. In order to stage the delivery in a special way, we wrapped the MINI in cellophane with a giant bow and delivered it directly to the customer’s drive way. This way the customer showed the MINI to his wife who was full of joy and even hugged the sales advisor.”


“One of our salesmen was on a day off. He was passing an accident and realised it was one of our MINI customers. He phoned the dealership to arrange a recovery truck and a loan MINI and dealt with the customer at the scene. She was amazed by the service and speed of dealing with the situation.”

united kinGdoM.MINI Wow-stories


“For the 50th birthday of MINI, we ran a competition with our local newspaper for local junior football teams. The winning team got a team strip, played as “MINI United” for a season, and their coach drove a MINI Clubman for a month.”


united kinGdoM.MINI Wow-stories


“Our customer came for maintenance work and did not only bring his vehicle, but also his son with his broken MINI toy car. We offered the boy to repair his toy as well. Then we switched the toy car with a brand new one and made sure that the boy could see his toy car going up on the ramp next to the other, real MINI. A service team member presented it to the boy and let him inspect their work.”


“The service of one of our customers took longer than expected, because of an un-scheduled repair. This delay came at an inconvenient moment for him, as he urgently had to finish a presentation for the next day. Without hesitation we gave him a workspace at our dealership – just checking in with updates on his MINI from time to time. The customer was so glad to get such an outstanding service.”

usA.MINI Wow-stories


“Our customers have a personal relationship with their cars and often give them names. Therefore, we put vanity plates on our loaners so when the customer drops off his MINI with the name “Sunny” for service, we loan him “Kelsy”, “Tilly”, “Daisy” or “Toddie”. Our customers love it.”

dAisy


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