MINI Turns Getting a Flat Tire on the Road into a Marketing Opportunity
Laura McQuarrie — May 9, 2015 — Autos
References: facebook & designtaxi
Knowing the frustrations drivers feel when they get a flat tire on the road, MINI set up the 'We Tow, You Drive' initiative in Singapore.
Whether by a flat tire or a break down, MINI decided to put a spin on a negative event. When a driver was pulled over to the side of the road, MINI rescued the stranded drivers by sending their car to a garage and offering them a test drive in one of its own vehicles in the meantime.
Rather than feeling stressed and stranded, drivers were treated to an uplifting experience that will sit in the back of their minds when it's time to purchase a new vehicle—depending on the extent of the repair needed to the cars in the garage, this could be quite soon.
Whether by a flat tire or a break down, MINI decided to put a spin on a negative event. When a driver was pulled over to the side of the road, MINI rescued the stranded drivers by sending their car to a garage and offering them a test drive in one of its own vehicles in the meantime.
Rather than feeling stressed and stranded, drivers were treated to an uplifting experience that will sit in the back of their minds when it's time to purchase a new vehicle—depending on the extent of the repair needed to the cars in the garage, this could be quite soon.
Trend Themes
1. Driver-rescuing Campaigns - MINI's 'We Tow, You Drive' initiative showcases the potential for brands to transform negative experiences into positive ones.
2. Uplifting Customer Experiences - Companies can create long-lasting impressions by providing customers with memorable and positive experiences in unexpected situations.
3. Test Drive Marketing - Offering test drives as a marketing strategy can increase brand exposure and influence customer purchasing decisions.
Industry Implications
1. Automotive - The automotive industry can adopt driver-rescuing campaigns to enhance customer satisfaction and brand loyalty.
2. Marketing - Marketing industry professionals can explore the potential of creating uplifting experiences for customers through unconventional campaigns.
3. Customer Service - Companies in the customer service industry can learn from MINI's initiative to turn negative situations into positive brand interactions.
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