Mini renews shopping experience in Hong Kong with digital additions

Carat Hong Kong is the media agency behind the launch which is supported with print, radio and online promotions. The aim of the campaign is to provide more interactive engagement with customers and to introduce e-commerce to Mini.

The Mini Online Store is hosted at www.minihk.com and allows Mini fans to customise car features and place orders online. The site also features the elusive Mini Soho car model.

Mini Mobile Agent provides information services and test-drive reservations. Upon making a reservation, a Mini is delivered to the location of the consumer's choice for a driving trial.

The campaign also sets up an actual retail shop called Mini Spot in Causeway Bay, one of Hong Kong's busiest commericial districts. Customer service hub Mini Interaction Centre has also been set up for immediate assistance through telephone and email.

Peter van Binshergen, vice president of sales channel development at BMW Group, said, "Looking ahead, we will continue to further develop our business and customer satisfaction, and at the same time retain Mini's position as the definitive premium small car brand that combines truly unique design, agile driving performance and characteristics."