Mini has wrapped an SMRT train — dubbed the ‘Mini express’ — in stickers and ads in a campaign aimed at boosting awareness.
Stickers with a black background and the words ‘Mini 24/7’ run across the 138-metre train. Adjectives associated with the brand, such as ‘cheeky’, ‘chic’ and ‘savvy’, pop up at regular intervals with different Mini marques.
Stickers with a black background and the words ‘Mini 24/7’ run across the 138-metre train. Adjectives associated with the brand, such as ‘cheeky’, ‘chic’ and ‘savvy’, pop up at regular intervals with different Mini marques.
According to Gina Tan, Mini’s marketing communications manager, the campaign is valued at S$73,000 (US$42,000), including the $43,000 for production and installation costs. The creative was conceptualized by Thai agency U5OpportunityKnocks. Posterscope handled outdoor planning and buying.