MINI Turns Getting a Flat Tire on the Road into a Marketing Opportunity

By: Laura McQuarrie - May 9, 2015
References: facebook & designtaxi
Knowing the frustrations drivers feel when they get a flat tire on the road, MINI set up the 'We Tow, You Drive' initiative in Singapore.

Whether by a flat tire or a break down, MINI decided to put a spin on a negative event. When a driver was pulled over to the side of the road, MINI rescued the stranded drivers by sending their car to a garage and offering them a test drive in one of its own vehicles in the meantime.

Rather than feeling stressed and stranded, drivers were treated to an uplifting experience that will sit in the back of their minds when it's time to purchase a new vehicle—depending on the extent of the repair needed to the cars in the garage, this could be quite soon.