A ‘not-so-mini’ puzzle filled a gap for mini

Background

Due to the global supply chain crisis, nearly 4,000 MINI buyers couldn’t get their cars. Rather than letting longer wait times overshadow the customer excitement of waiting for their new car, MINI created a unique response to this global problem.

The aim was to surprise and delight customers while they eagerly waited for their car.

Solution

MINI gave buyers something big: a giant puzzle of a MINI that would take months to complete. The Not-So-MINI Puzzles were delivered to every MINI buyer on the months-long waiting list.

The headline of the enormous box waiting on the doorstep of MINI purchasers put the apology upfront - ‘We’re-working-hard-to-get-you-your-car. Waiting-is-the-worst. In-the-meantime-happy puzzling’.

The Not-So-MINI Puzzle came in two sizes, with select customers receiving a life-sized version, perfect for filling the MINI-sized emptiness in their garage. Others on the waitlist will receive a more kitchen-table appropriate puzzle.

Results

The Not-So-MINI Puzzle became an instant collectible among MINI fans, and garnered over 100 million impressions, but best of all, by the end of 2022 all the real MINIs were delivered to everyone on the waiting list.

Source: DandDad Winner 2023