MINI Thrill
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MINI Thrill
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We teamed up with MINI Auto Cobălcescu to launch an exciting Social Media initiative featuring the MINI John Cooper Works GP Limited Editions, showcasing limited MINI models from 2006, 2013, and 2020. Enthusiastic MINI fans were invited to discover and savour MINI’s pure racing passion.

CLIENT

Auto Cobălcescu

BRAND

MINI

YEAR

2021

Brief

Our mission was to attract new followers to MINI Auto Cobălcescu’s social channels.

Insight

Recognizing the passion MINI fans have for limited editions, we seized the opportunity to create an engaging experience that would resonate deeply with them.

The GOOD Solution

We launched the MINI John Cooper Works GP Limited Edition Battle —a friendly competition featuring influencers Marian Andrei, Rareș Năstase, and Andrei Barbu. Each influencer selected their favourite MINI GP edition, and their video reviews were shared across MINI Auto Cobălcescu’s social media channels. To further fuel the conversation, we organized an Instagram giveaway for our followers.

VIDEO REVIEWS

Marian Andrei, Rares Nastase, and Andrei Barbu delivered comprehensive video reviews of their chosen MINI GP editions, highlighting the unique features and performance of each vehicle. As a bonus, we rewarded the influencers with custom art pieces from Cartoonizer.

From engaging YouTube and Facebook episodes to bite-sized Instagram clips, we brought the MINI magic directly to our fans’ feeds. As a result, the Instagram video posts achieved the highest reach in the history of @miniautocobalcescu’s account.

INSTAGRAM GIVEAWAYS

Lucky fans had the opportunity to win MINI-branded softshell jackets by choosing their favorite MINI GP edition. The Instagram contest post received an overwhelming number of comments and entries, showcasing widespread excitement and engagement among MINI enthusiasts.

To engage our community and share exciting updates about the MINI John Cooper Works GP Limited Edition Battle, we sent two newsletters to the MINI Auto Cobălcescu subscriber base. The first newsletter achieved an impressive open rate of 69.6%, and the second maintained a strong engagement with a 47.1% open rate.

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