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Creative

MINI Middle East's Roundabout Campaign Offers Driving Test Breast Checks

MINI launches test drives with breast cancer survivor in Dubai during Breast Cancer Awareness Month in campaign from Serviceplan Middle East

MINI Middle East's Roundabout Campaign Offers Driving Test Breast Checks

To mark Breast Cancer Awareness Month, MINI Middle East and AGMC teamed up with Serviceplan Middle East 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 has the words ‘circle around. Look for unusual bumps’ written on the side and is available for test drives in Dubai for a two week period. The car is being driven around different roundabouts in Dubai and is creating quite a stir on the roads. 

MINI is using the opportunity of women coming for test drives at MINI AGMC showrooms in Dubai, to turn it into an awareness drive and start a conversation 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 test/ check for any bumps and help spread awareness by test driving the car.

Dubai-based Fashion stylist and breast cancer survivor Dina Aman is the MINI Pink ambassador and female MINI lovers are invited to test drive the car alongside Dina. For two weeks, people who opt for this 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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Client

Head of MINI: Yann Woisson

Head of Marketing MINI: Yamen Alagha

Marketing Director - AGMC: Jochen Becht

Marketing Executive - AGMC: Adan Dalvi

Serviceplan Middle East

General Manager: Natalie Shardan

Chief Creative Officer: Akhilesh Bagri

Creative Director: Andre Couto

Creative Director: Sal Elghatit

Account Manager: Gonca Gorgulu

Business Director: Karim Mroueh

Senior Art Director: Kunal Gagwani

Art Director: Saaniya Abbas

Art Director: Andy Bucoy

ACD: Victor Fariyas

ACD: Wayne Fernandes

Senior English Copywriter: Aashna Gopalkrishnan

Head of Arabic: Khalil Haddad

Community Manager: Hadin Hasan

Dejavu (production)

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

Category: Automotive , Cars