Mini salutes their drivers

While we're not all experts on cars and car brands, there is a kind of car we all know of – the Mini. In the car world, Minis are quite different to the bulk of other vehicles out there, so Mini UK celebrated this point of difference with their 'Not Normal' campaign over the summer. But then Mini took it a step further – they found ways of honoring the 'not normal' relationship Mini owners have with their cars through the use of interactive posters/billboards (salutes) and giveaways. Check out the video below, it's an awesome watch!

Five consecutive posters lining the road changed to match the colour of the Mini they were targeting, flashing them messages such as "You know what they say about big boots. Big storage!". While initially Mini drivers were given a reason to smile, soon they were given dinner, petrol and even brownie points for their partner.

The Green Room Verdict: By rewarding their customers in a very original and unique way, Mini turned the mundane commute into an exciting journey… though it does look a little distracting for drivers on the road. Solidifying the love for the 'not normal' brand, Mini gave their drivers an experience to remember. And while some may query why Mini would target existing customers who are probably already sold on the brand, the campaign gives owners a reason to talk about their experience with others who may not be Mini fans (but may soon be converted!).