The appointment came after a pitch late last year that involved three other agencies, as the brand aims to utilise its presence on social media to build and strengthen the local Mini community in Singapore.
“Today, more people are communicating online and being influenced by their colleagues and friends than ever before,” said Preecha Ninatkiattikul, Head of Mini Asia. “We see this as a rising trend, and with it, the growing importance of social media moving forward, Through social media, Mini hopes to reach out to its fans and supporters 'like a friend' and to inspire them with the electrifying adventures that this emotional brand is renowned for.”
Mini’s new brand campaign, 'Not normal', champions Mini owners and enthusiasts’ individualism to stand out and be unique.
The Mini Singapore page will kick off the first application of its new brand campaign on Facebook, with the 'Not normal confession', which aims to encourage Mini Owners to come clean and ‘confess’ their quirky habits via an app and have their friends vote in support of their initiative.
The application, launched today, aims to strengthen and unify the Mini Community in Singapore by celebrating their quirkiness, which ties back to the whole persona of Mini as a brand, according to the companies.
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