Challenge

MINI is a renowned brand in Indonesia that is perceived as a rebellious brand. Our
challenge for this project was to develop a story that fit MINI’s target audience and
to change their perception: MINI is now a brand for young-successful people who go
with their gut.

Strategic Approach

Edelman developed a communication strategy to communicate MINI’s rebranding;
covering three phases of activities; teaser (influencers engagement), introduction
(Introducing the new MINI story and values by launching a video), and sustain the
engagement.

In creative work, Edelman assisted MINI Indonesia in executing the teaser and
introduction phase: Teaser: Edelman supported MINI Indonesia to select the
influencers, develop the story, and liaise with the influencers, while also monitoring
the social media posts. Introduction: Edelman assisted MINI Indonesia in
developing the script and storyboard, as well as in producing the video.

Result

MINI is a renowned brand in Indonesia that is perceived as a rebellious brand. Our challenge
for this project was to develop a story that fit MINI’s target audience and to change their
perception: MINI is now a brand for young-successful people who go with their gut.