The global marketing campaign “Stay Open” is about to get underway in time for the start of communications for the new MINI Convertible. The campaign will accompany the new MINI Convertible up to market launch and beyond in three campaign phases that follow on from one other.
The “Stay Open” tagline for the new MINI Convertible is as multi-faceted as its target audience and pays tribute to the “Always Open” campaign of its predecessor. On a rational level, it highlights new product features that enable the new MINI Convertible to drive with the top down for even longer. From an emotional perspective, it reflects the free spirit of the target group – always (more…)