Probably, each of us has a set of words which he would like to describe his best friend with. A real, ideal friend could be described as faithful, selfless, caring, compassionate, empathetic, sincere and affectionate. Whether it is a coincidence or not, but this is exactly what applies to MINI. A rebranded and freshly launched advertising campaign of MINI – MINI: Friend for life, carries accurately this idea of indispensability and inspiration, showing that a human being might be imperfect and fail to perform some of the friend’s duties, when the MINI would not.
The basic concept of the campaign is embodied in family values, warmth and sincerity, which is possible only among the closest friends. We position the MINI family as a circle of people so close in spirit and aspirations, that we are aware of your hopes and dreams. So MINI’s main aim is to fulfill them, as a perfect Friend for Life would do. You might be surprised to know, but behind every MINI auto stands a colossal company, each employee of which cares about you and your dreams, whoever you are. So our care and love is expressed in the comfort and care of the MINI. MINI is not just a car. It is an irreplaceable friend and assistant, who is filled with our affection. In fact, MINI is filled with so much love, that it might even be considered as a family member.
You may not notice it, but MINI will follow you along in the most important moments of your life. It is all due to the fact that we care so much about each member of the MINI family. Of course, there will be few common photos or celebrations, but MINI will always be there beside you, like an invisible supportive hand, a protector, a friend, who will help you to carry on, wherever you are. Along with MINI you will raise your children, you will watch them become adults and having their own children, and MINI would still be there, by your side, because that is what Friends or Life do – stand by your side forever.