Breaking up has never felt so good! That’s our takeaway from MINI’s cheeky new marketing campaign!
SINGAPORE – Ever been ditched for someone else? MINI puts a cheeky spin on breakups with its new ‘DITCHED FOR MINI’ campaign.
This comes as a result of a challenge to MINI teams around the world, to spark bold and new ways to reignite the spirit that has always defined the MINI brand. For MINI Asia, their aim was to create a campaign that really shows how lovely and cheeky MINI can be, even in emotional situations.
From now till 30 September 2025, you might just stumble across a witty breakup line, plastered on the bonnet of a competing car, out in public. Participating customers of MINI who have agreed to be part of the brand’s new and bold marketing effort, will be driving their existing cars till they are swapped for the MINI they purchased.
Aside from the traded-in cars, the DITCHED FOR MINI campaign will also include high traffic touchpoints, like bus shelter screens, residential lift screens and retail mall screens.
But of-course our favourites are still the cheeky messages left on the cars.
As for the traded-in cars, there will also be a happy ending, as Eurokars Pre-Owned, the pre-owned division of Eurokars Group, will be taking in the cars.
Text: Clifford Chow
Photos: MINI Singapore
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