MINI PAWS
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MINI PAWS
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Faced with Türkiye’s new legislation threatening stray dogs, MINI Türkiye launched MINI PAWS (MINI PATİ), a socially driven adoption campaign powered by innovative technology. Inspired by MINI’s BIG LOVE philosophy and the long-lasting relationship with dogs, the campaign transformed the new MINI range’s OLED “Personal Mode” screens into mobile adoption platforms on-the-go. In partnership with Rescue House Charity (Kurtaran Ev), long-waiting shelter dogs were featured in test-drive vehicles at MINI dealerships, with integrated QR codes guiding visitors to adoption pages.
MADSTARS – Shortlist
Adforum PHNX Awards – 2x Shortlist
Brandverse – Gold
MIXX Awards – Bronze
Martech Awards – Gold
This innovative approach reflected MINI’s commitment to purpose by utilizing its own automotive technology in an authentic and meaningful way, converting dealership visits into emotionally impactful moments. Integrated QR codes provided seamless connections to the adoption page, converting empathy into immediate action.
Rooted deeply in MINI’s BIG LOVE philosophy -centered around authentic care, inclusion, and community- MINI PAWS was not just a campaign but an embodiment of genuine purpose. Leveraging cutting-edge “Personal Mode” OLED screens in MINI’s latest models, we launched Türkiye’s first-ever on-the-go dog adoption initiative.
MINI Türkiye collaborated closely with Rescue House Charity (Kurtaran Ev), carefully selecting heartwarming dogs who had waited longest for adoption, showcasing these directly on OLED screens in showcased and test-drive vehicles at authorized MINI dealerships.
The campaign transformed standard dealership visits into emotionally engaging experiences. Prospective buyers and visitors encountered touching images and personal stories of dogs directly within the vehicles, instantly connecting them to the issue on a deeply emotional level. Integrated QR codes provided seamless connections to the adoption page, converting empathy into immediate action.
Strategically partnering with pet adoption platforms and influential celebrities, MINI PAWS significantly amplified social conversation and adoption interest nationwide. Influencers enthusiastically shared the campaign, praising MINI’s courageous stance, further fostering community engagement.
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MINI x Rescue House Charity
MINI Türkiye collaborated closely with Rescue House Charity, carefully selecting heartwarming dogs who had waited longest for adoption.
MINI PAWS organically reached over 2.2 million people, generating more than 24.6K meaningful engagements. Visits to adoption pages increased 5x, translating digital awareness into real-world impact. MINI Türkiye built a dedicated MINI PAWS area at Rescue House Charity, increasing shelter capacity by 5% and providing more animals a hopeful environment while awaiting adoption. Most notably, within the campaign’s very first week, adorable paws like Bihter and Hank found their loving, permanent homes.
Beyond national borders, MINI PAWS gained international recognition through leading industry publications such as LBB (Little Black Book), Roastbrief, and B&T, enhancing global visibility. MINI’s global headquarters officially highlighted MINI PAWS as a benchmark initiative, inspiring markets worldwide facing similar adoption and welfare challenges.