12 DECEMBER 2012



Jakarta. MINI Indonesia has made a successful entry into the market with outstanding sales of 365 units in 2012.  BMW Group Indonesia President Director Mr. Ramesh Divyanathan made the announcement during a special event to introduce the new NOT NORMAL brand campaign to the press at the Bogor Botanical Gardens, West Java.


“This is an exceptional introduction for the MINI in Indonesia, with annual sales averaging one unit per day.  The extraordinary market response also attests to the success of our marketing campaign to introduce this iconic brand. MINI has established a unique position in the Indonesian small premium car segment, with a concept that no other brand can match,” Mr. Divyanathan in his remarks.


In line with the excellent economy and the developing middle class in Indonesia, there is growing demand for a highly individual, emotional small car that fulfills the need for self-expression.


To continue strengthening the brand, MINI Indonesia introduced the new NOT NORMAL brand campaign that conveys the brand’s individual, high-energy attitude to life.  NOT NORMAL shows MINI’s strong, independent character in that driving a MINI expresses the way the driver lives.


“NOT NORMAL is a worldwide brand campaign that we have adapted in Indonesia, “explained Head of MINI Jentri Izhar to the media.


“More than any other brand in the automobile industry, MINI represents a strong emotional and personal connection between the driver, the vehicle and the brand.  This connection is based on a shared attitude: MINI has always been the rebel of the automobile world, and represents an unusually emotional brand and individual products.   This expression of individuality and unconventionality is what constitutes its charm for countless MINI fans.  It is this attitude that is expressed in the NOT NORMAL campaign concept.”


In the campaign, emotionally charged images of the MINI brand world and various MINI models are linked with the slogan "NOT NORMAL" and presented worldwide through all communication channels. 


The brand campaign will be launched by the online film NOT NORMAL, which contrasts the grayness of everyday life with the bright colors of individuality and conveys the MINI attitude to life authentically and energetically. 


The print campaign features the MINI brand and product world in various motifs in order to tell emotional, unconventional, humorous "NOT NORMAL" stories. A standardized look and feel in the visual language has been created for all the motifs. Alongside the classic communication channels, the campaign will also run online – especially in social media. Users and the community will be literally integrated into the images of the online film and print motifs and will themselves become part of MINI.


The online film NOT NORMAL can be seen at:



Information on MINI in Indonesia

Website : www.MINI.co.id

Facebook: MINI.Indonesia

Twitter: MINI_Indonesia

PT. Maxindo International Nusantara Indah - Tel. +62 89 8899 6464 (BB PIN: 21480F49)  or email sales@nusantara-mini.co.id