Pledging its support for the increasingly popular Movember, which raises awareness of prostate and testicular cancer, as well as mental health issues in men, MINI Oakville by Budds’ is delivering its own take on the cause.
From November 1 to November 30, the store is providing its customers with the opportunity to purchase a vinyl “moustache” decal to accessorize the front of their vehicle.
To find out a little more about the program and what inspired it, Canadian auto dealer chatted with Rob Werstroh, general manager at MINI Oakville.
“Movember has become really big in the last few years,” says Werstroh. “We did a charity drive last year with our service department but this time around we wanted to try something a little different.”
Werstroh says the “fun” aspect of the MINI brand provided the perfect opportunity to raise awareness and funding to combat prostate and testicular cancer in men, while the “face” of MINI’s current product lineup represented a great canvas to add something more — like a moustache.
Customers can choose from two different moustache styles — handlebar or classic — in a choice of either black or light brown, depending on the exterior colour of the vehicle.
The cost per moustache is $25, but customers are welcome to make a larger donation. In addition to these proceeds being donated to charity, the customer is also credited $25 towards the cost of the next MINI Escape 4.0 in early May 2014. This is a convoy trip where Budds’ MINI clients get together for a driving tour, sightseeing, dinner and an overnight stay.
Werstroh says the idea to do the MINI Movember promotion came from a simple boardroom discussion and was partly inspired by MINI’s Not Normal marketing campaign. “We’re really happy to be doing this,” he says “and the $25 per person goes directly to cancer research.”
Werstroh says he’d like to see the movement expand, though he says that in order to see it implemented on a large, even national scale, a buy-in around August would be required to get such a program up and running for November.
To show support for Movember this year, MINI Oakville has been decorating all of its MINI showroom vehicles, demos, and Mobility Vehicles with moustaches as well.
