Kinetic Singapore designed a campaign around the insight that drivers who test drive a Mini are far more likely to buy one, the agency found a clever way to get people behind the wheel of the car with “We Tow You Drive.”
The agency and Mini partnered with a towing company in Singapore, letting drivers whose cars broke down take the Mini to where they need to go while their car is towed. This positioned the brand as something of a hero, responding to drivers in need, while getting them to test drive the vehicle. The video above, documenting the stunt, delights in lingering on cars from competitors, such as Volkswagen and Mercedes Benz, as they are towed away — the obvious implication being that Mini is more reliable. While Adweek rightfully characterized the testimonials as “dubious,” it’s a pretty clever stunt (whether or not there’s a degree of staging involved).