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To mark Breast Cancer Awareness Month, MINI Middle East and AGMC teamed up with Serviceplan Middle East agency to create a campaign featuring an eye-catching pink MINI in a clever visual pun on official advice to check for breast bumps. The car, featuring the words ‘circle around’ and ‘look for unusual bumps’ written on the side was available for test drives in Dubai for a two-week period, and was driven around different roundabouts in Dubai creating quite a stir on the roads.
MINI utilized the opportunity of women coming for test drives at MINI AGMC showrooms in Dubai to create an awareness drive in hope to start a conversation about breast cancer and the importance of early detection.
The test drives were documented on film, and through these films MINI and Serviceplan Middle East encouraged women to check for bumps and help spread further awareness by test driving the car.
Dubai-based fashion stylist and breast cancer survivor, Dina Aman was selected as the MINI Pink ambassador, and female MINI lovers were invited to test drive the car alongside her.
In addition, people who opted for this special test drive got the chance to interact with Dina during a test drive, and learn more about her experience with breast cancer, how she beat cancer and came out stronger.
Literature about breast cancer was made available at the MINI showroom, along with other touchpoints across the month.
