MINI: Why MINI opened its doors to paws.

MINI, a UK car manufacturer, became the first official dog-friendly retailer network by launching a dealership training programme in partnership with Dog's Trust to encourage brand consideration among a large part of the UK population, dog owners.

Summary.

This is how an underdog spirit helped us get our elbows out in a homogenous category.

How we competed with the big dogs.

It was a repositioning brief that turned into a campaign. That turned into a partnership. That turned into a mission.

It's about how we tackled a brand barrier in a way that's fitting to our spirit. In our case, our MINI-ness.

How planning alchemy created the perfect storm of customer insight, cultural hot topic and commitment from the c-suite.

And showing how great things are paw-sible, when you shake off category conventions and loosen the leash...

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