BMW Malaysia wanted to launch the 2007 MINI. The challenge was to launch it in true MINI fashion - basically doing it differently from everyone else!

We created a guerilla campaign with a spy theme - full of twists and turns, mystery and suspense.This campaign captured the imagination of the target which included potential MINI buyers, current owners and journalists - was played out over a course of 3 weeks, and involved them at every point of contact.

Guerrilla 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 = USD$53,000 but zero media dollars spent because the public did the advertising for us.USD$7.7 million worth of MINIs sold in just the 4 months since the launch.