How did MINI achieve this seemingly difficult goal?
They started looking for occasions when they could offer MINI to drivers when they most needed a car. They quickly identified 2 opportunities – when their car has a flat tire or a break down.To capitalize on these 2 opportunities MINI decided to launch an innovative program – We Tow You Drive, in Singapore.
MINI tied up with a towing company & responded to breakdown calls in real time throughout Singapore.
As the towing truck towed their car for repairs the drivers were handed over a MINI to continue driving to their destination!
Benefit for MINI: Drivers sampled MINI in a positive state of mind, which could result in actual purchase.
Business Lesson for us: For any promotional initiative to be successful attempt to embed principles of behavioral science in it.' We Tow You Drive’ has 2 behavioral sciences embedded in it - Reciprocal principle – when you do good to others, they too will reciprocate likewise & Likability principle – people tend to do business with people they like. This promotion scheme cogently embedded these 2 principles of behavioral sciences.
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In this series, Rajesh Srivastava, Business Strategist and Visiting Faculty at IIM Indore gives you a regular dose of strategy case studies to help you think and keep you one step ahead as a professional as compared to your peers. Rajesh is an alumnus of IIM Bangalore and IIT Kanpur and has over 2 decades of experience in the FMCG industry. All previous Strategy with RS posts can be found here
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