MINI

Financial Service rebrand

Background

Sitting alongside BMW Financial Services, MINI Financial Services is again the financial arm of the car manufacturing brand, offering financial products and services to MINI buyers.

But where BMW Financial Services has to uphold the understated prestige of the BMW marque, MINI Financial Services has to reflect the ever-eager exuberance of the car it represents. MINI as a brand is effervescent, always ‘ready to go’ and constantly looking for its next challenge.

 

Challenge

Our challenge was to redesign and rewrite a suite of literature that sold the MINI range of products, creating two distinct identities that could be translated across brochures, advertising, direct mail and point of sale media.

Solution

For this campaign, we produced materials that grabbed the audience’s attention immediately with creative that’s far from typical financial services fare – witty-yet-compliant headlines combined with unconventional use of imagery to create a suite of materials that were right on brand and hard to miss.

“Your enthusiasm for our brands and willingness to work in partnership with my team is the reason for real success.”

Pauline Hayes, Marketing Manager at MINI’s parent group, BMW Group Financial Services.