We created a guerilla campaign with a spy theme - full of twists and turns, mystery and suspense.Every week, a mystery package containing a note, photos and a CD was sent to car lovers, 1st generation MINI owners, potential buyers and journalists. Each CD had a video that ended with www.whatsinthehercules.com - the central platform in which the protagonist of this plot leaked out clues via a blog.Finally, we invited the target to the launch event at an airfield where the C-130 Hercules plane is unloading its cargo - the new MINI!

Guerilla campaign was first of its kind locally.Widespread exposure achieved through news and publicity.92 call-ins within first 48 hours of Week 1.12,200 website hits in less than 3 weeks.60% attended the launch event.18% signed up for test drives.Voted "Best Effectiveness in Marketing 2007".Campaign was voted No.1 case study for BMW/MINI worldwide.Cost of entire campaign = USD53,000 but zero media dollars spent because the public did the advertising for us.USD7.7 million worth of MINIs sold in just 4 months of launch.