A mini competition

Brand communications manager Roger Fitzsimons says: "We weren't however looking just for volume, but rather quality entries as this would lead to a successful and useful
database for communicating to potential customers going forward.

"The campaign provided us with valuable information including name, age, car
type, age of car and occupation."

Consumers entered stood a chance of winning one month's use of a MINI convertible, a full set of MINI Mandarina Duck luggage, two sets of MINI sunglasses or a weekend away at either The Palace, Table Bay or Zimbali.

21% of MINI customers who received the competition entered it, with an average referral rate of 4.5.