People typically buy cars to use as a mode of transportation, but when it comes to choosing a particular brand it is all about the image. This advertisement for the Mini One Cabrio is focusing completely on the brand image. A mini has a personality all of it’s own. The car a person drives tends to be a reflection of their own personality. The goal here is to find people who can relate to the mini personality and then purchase it themselves.

This ad was used in Portugal after a particularly heavy winter. Mini has to compete with all other cars so instead of comparing it’s features to the competition, they took a different approach. The copy reads: Get your revenge on last winter. This would probably appeal to someone who enjoys driving cars and also wants something a little flashy. This strategy works great form Mini because it is a badge product and will likely boost someone’s social self esteem.

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