MINI Asia and MINI Eurokars Habitat have launched a campaign in Singapore to allow “ex-cars” that have been ditched for a MINI a chance to tell their side of the story. You might see some of these cars on the road and it is easy to spot them. There are stickers on them with messages are hard to miss.
Kinetic worked on the DITCHED FOR MINI campaign and we think the copywriting is brilliant. The campaign builds on the well-known ad wars between brands, allowing MINI to turn heads and spark conversations. The campaign aims to reignite the love MINI fans in Singapore have for the brand, by celebrating people who have made the leap and tempting those who are on the fence.
Evey car traded in for a MINI will have a witty breakup line from the ditched car’s perspective on the hood of the car, indirectly displaying a public declaration of love for MINI. Customers who agree to participate will drive their “ditched” cars with the witty one-liners on the hood until they receive their new MINI. What happens to the ditched cars? They will find happiness and a smile in the future with Eurokars Pre-Owned.
The campaign runs till 30 September 2025 with extensions of the campaign featured on programmatic digital out of home placements in high traffic areas including bus shelter screens, residential lift screens and retail mall screens.