MINI Cooper
Welcome to Manualhood Campaign

MINI came to us with an interesting problem. They had a surplus of manual cars and needed to get rid of them quickly. Being a manual driver myself, I understand the many joys that only a stick shift can provide. And the short-term discomfort of growing into it. To help transition drivers into this initially awkward but ultimately awesome motoring experience we created the Welcome to Manualhood campaign. Did it work? You betcha. Only weeks after launch manual sales were up by 30%. We created a Facebook app as our hub and, of course, created a very sincere instructional video to boot.

INSTRUCTIONAL VIDEO:

1-855-MANUAL-UP HOTLINE

PRINT AND DIGITAL: