MINI drivers love, and treat, their car as if it is a pet or partner. So how could MINI convince them to upgrade to the greatest reinvention, the MINI F56?

To drive awareness and sales and mini owners online.

To play off the intense and intimate relationship that MINI owners have with their cars MINI sent car owners - a letter - from their car. The letter was hand-written, with a stamp, to make it feel authentic personal and intimate. Using a humorous tone, their car talked about being threatened by the new, younger model with all its new upgrades. But, after finding and reading MINI F56 brochure from cover to cover, they (their MINI) understood why they were losing you 'but they wouldn't stand in your way'.

A handwritten letter from their car drove hoards of owners online. After the mailing, the MINI website saw an increase in site traffic of 124% for the period of activity. And average time on site increased by 389%. The dealer network reported an increase in interest in the new F56 MINI with an increased number of phone requests for more info and test-drives.