‘Not so MINI’ puzzles for customers waiting for their new MINIs

By CARSIFU | 25 June 2022

NEW YORK: Perhaps some car makers can take a leaf out of what MINI USA did as wait times for cars ordered stretch for months.

MINI USA has introduced a “Not so MINI” puzzle in a campaign to retain bookings.

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 engaged while they wait.

The inventive campaign is MINI’s unique response to high demand for its cars and the global-supply-chain slowdown facing the automotive industry.

“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 MINI USA brand communications manager Rah Mahtani.

“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.

“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 of ad agency 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.”