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Mini had been running a '99 Euros a month' finance deal in Amsterdam. What the manufacturer needed was an impactful way to close the promotion in December. The answer came in the form of the familiar after-Christmas street scene: rubbish bags, fir trees and cardboard boxes.
By leaving life-size Mini packaging in the streets, the car manufacturer was able to wittily make the point that, at 99 Euros a month, a Mini is an affordable present.
Passers-by stopped to check out the boxes and take pictures. A YouTube video appeared and was viewed 100,000 times in six days. Plus the boxes were featured in magazines and blogs around the world.
Further to the Mini Christmas Box closer, test drives increased 240% and sales rose 73%.
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