What do you do when it’s your birthday? That’s right, you celebrate. So, when MINI turned 60, we decided to turn the Brussels Motor Show into our very own birthday party and invited all of our friends. It was so amazing that even the other brands got excited: they all congratulated us...and even participated in the rent of the building. Our party turned out to be a huge success, leading to a new visitor record. Thanks for coming and making 60 the new 20!
Today’s consumers are more demanding than ever, and right they are. Credibility and relevance are key drivers of brand preference and ultimately business performance.