Mini USA to offer ‘Not so Mini’ puzzle to select customers on waiting list

The Mini in the United States launched a campaign for select customers who are on the waiting list. According to Mini USA, select new Mini customers who are waiting for their Mini vehicles will get a life-sized puzzle directly from the automaker.

Like their size, the name of the puzzle is also blown out of proportion. It’s officially called “the we’re-working-hard-to-get-you-your-car, waiting-is-the-worst, in-the-meantime-happy-puzzling, Mini puzzle,” or “not so Mini” puzzle for short.

“People buy a Mini because of its cheeky and fun-to-drive spirit, so we wanted to give owners something fun to do while they wait to get behind the wheel of their new Mini. The ‘not so Mini’ puzzle is one of the ways we are showing the Mini community our appreciation as owners wait for their new vehicles. Owners and their families can enjoy building and displaying their puzzles, showcasing Mini’s iconic design, right in their home garages or living rooms,” said Mini USA Brand Communications Manager Rah Mahtani.

The puzzles, per the carmaker, are intended to keep customers excited and engaged while they wait.

Mini has always been synonymous with driving fun and providing owners with unique experiences, making them the perfect brand to execute a creative, unexpected project like this one. Instead of allowing longer wait times to overshadow the customer excitement of waiting for their new car, the compact car brand is giving customers a different way to participate in the Mini community, in this case, with the Mini puzzle.

"A Mini is always worth the wait. But that doesn't mean we can't keep customers excited and engaged while they wait. Our goal with this idea is to get something uniquely Mini into new owners’ hands, even if they'd rather it be a leather steering wheel. We can still create a fun pastime to add to the excitement for the real thing coming their way,” said Pereira O’Dell Executive Creative Director Nick Sonderup.

Pereira O’Dell is a full-service creative agency that created the larger-than-life puzzles for Mini.

Photos from Mini

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