MINI puts brand love to the ultimate test and proves passion goes beyond skin deep.

How much do you love MINI? For Valentine’s Day, MINI Singapore took brand passion to the next level with a bold, unscripted act of commitment.

Instead of a traditional consumer campaign, MINI turned the spotlight inward, inviting its own clients to what seemed like a routine brand presentation. But then came the twist.
As the session neared its end, the team asked, “Do you love MINI enough to get a tattoo of the brand?”

No one saw the answer coming. Right there, in the middle of the showroom, the head client said yes.
And just like that, MINI love became more than words. It became ink.

To amplify the message, MINI transformed its showroom display into a giant love letter, inviting fans to share their own MINI love stories.

In the end, MINI didn’t just build brand affinity. They made passion permanent.