There’s a bright pink MINI driving around Dubai. Emblazoned on the duco is the message, “Circle around, Look for unusual bumps.” The car is being driven around different roundabouts in Dubai and, as expected, is creating quite a stir on the roads. The MINI is available to test drive and when people do they will be helping to motivate women to check their breasts during Breast Cancer Awareness Month.
The idea comes from Serviceplan Middle East for MINI Middle East and AGMC. MINI is using the opportunities that women coming for test drives at MINI AGMC showrooms in Dubai provides, for an awareness drive about breast cancer and how to check for early signs. The test drives have been documented on film, and through these films, MINI and Serviceplan Middle East want to encourage women to check for any bumps and help spread awareness.
Dubai fashion stylist and breast cancer survivor, Dina Aman, is the MINI Pink ambassador and female MINI lovers are invited to test drive the car with her. For two weeks, people who opt for the special test drive also get a chance to interact with Dina during a test drive, when they can learn more about her experience of breast cancer, how she beat cancer and came out stronger. There is also literature about breast cancer available at the MINI showroom, and other surprising communication touchpoints planned for the month.
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Credits:
Client: MINI Middle East
Head of MINI: Yann Woisson
Head of Marketing MINI: Yamen Alagha
Marketing Director – AGMC: Jochen Becht
Marketing Executive – AGMC: Adnan Dalvi
Agency: Serviceplan Middle East
Chief Creative Officer: Akhilesh Bagri
Creative Directors: Andre Couto & Sal Elghatit
Senior Art Director: Kunal Gagwani
Art Directors: Saaniya Abbas & Andy Bucoy
Associate Creative Directors: Victor Fariyas & Wayne Fernandes
Senior English Copywriter: Aashna Gopalkrishnan
Head of Arabic: Khalil Haddad
General Manager: Natalie Shardan
Account Manager: Gonca Gorgulu
Business Director: Karim Mroueh
Community Manager: Hadin Hasan
Production Company: Dejavu
Director: Aeyaz Hassan
Senior Producer: Kavya Iyer
Producer: Dan Saldana
Executive Producer: Manavsi Gosalia
Serviceplan Group
Worldwide Executive Creative Director: Jason Romeyko
International Communications Officer: Lee Sharrock
