Ordering a MINI today is an exercise in patience. Not unlike when the car debuted in 2002, MINI USA is seeing long wait times for those who are ordering their cars from the factory. Due to supply chain restraints, the brand is seeing wait times stretching from 6 to 9 months at times depending on models. And if you want a manual that wait time is still unknown. So to give customers something to “work on” during that time MINI USA has created a life-sized puzzle. Or as MINI calls it, the Not so MINI puzzle.
Read on for all the details straight from MINI USA.
Official Release: The Not So MINI Puzzle – For Those Waiting for Their MINIs
MINI USA announces a new campaign that will surprise and delight customers waiting for delivery of their new MINI with a “Not so MINI” puzzle. At the heart of the campaign is a series of puzzles that feature beauty images of MINI vehicles. The automaker is sending life-sized puzzles to select new MINI customers on the waiting list, to give them something fun to do while they wait for their new vehicles. Other owners on the waitlist will receive a regular-sized puzzle to also partake in the fun.
The puzzles which are officially called “THE WE’RE-WORKING-HARD-TO-GET-YOU-YOUR-CAR, WAITING-IS-THE-WORST, IN-THE-MEANTIME-HAPPY-PUZZLING, MINI PUZZLE”, or “NOT SO MINI” puzzles for short – are intended to keep customers excited and engaged while they wait. The fun and inventive campaign is MINI’s unique response to high demand for its cars and the global-supply-chain slow-down facing the automotive industry.
MINI has always been synonymous with driving fun and providing owners with unique experiences, making them the perfect brand to execute a creative, unexpected project like this one. Rather than letting longer wait times overshadow the customer excitement of waiting for their new car, MINI is giving customers a different way to participate in the MINI community, in this case, with the MINI puzzle.
“People buy a MINI because of its cheeky and fun-to-drive spirit, so we wanted to give owners something fun to do while they wait to get behind the wheel of their new MINI,” said Rah Mahtani, Brand Communications Manager, MINI USA. “The ‘Not So MINI’ puzzle is one of the ways we are showing the MINI community our appreciation as owners wait for their new vehicles. Owners and their families can enjoy building and displaying their puzzles, showcasing MINI’s iconic design, right in their home garages or living rooms.”
MINI USA plans to use its social media channels to feature new owners and their in-progress and complete puzzles.
Pereira O’Dell, a full-service advertising agency, created and designed this new initiative. Pereira O’Dell has been MINI’s advertising agency of record since November 2017.
“A MINI is always worth the wait. But that doesn’t mean we can’t keep customers excited and engaged while they wait.” said Nick Sonderup, Executive Creative Director, Pereira O’Dell. “Our goal with this idea is to get something uniquely MINI into new owners’ hands, even if they’d rather it be a leather steering wheel. We can still create a fun pastime to add to the excitement for the real thing coming their way.”