To launch MINI’s Middle Eastern Corporate Sales Program, we dropped traditional B2B tactics for something with true MINI spirit. Instead of talking at corporates, we turned the spotlight on regional trailblazers. Startups like JadoPado and Careem joined the MINI Brandmasters Challenge, each with a custom MINI for a month-long social media contest. Their mission was to channel MINI’s playful energy to boost their own brands. The reward was a free MINI for six months. The result was not just awareness but a conversation every business wanted to join.
We surprised 6 small businesses across the city by placing a MINI in front of their storefronts, each one left with a note, a set of keys, and one simple challenge:
brand the car, make it your own, and tell your story. The twist IS THAT The business whose MINI gets the most love on social media, likes, shares, views, and buzz, wins the car, free for a year. No catch, just creativity meets community.
