The new MINI Clubman also known as ‘The Other MINI’ appeals to an alternative, outgoing and quirky audience. The car delivers everything a potential MINI owner wants, so as well as promoting the car as different, we needed to prepare people for it.To engage ‘cultural influencers’ we needed to talk to them in ways other than advertising, to ensure a feeling of ‘discovery’. This would give us permission to be talked about by people that are famously difficult to reach via conventional techniques. We therefore decided that people needed to be immersed in an experience rather than be talked at.

The campaign reached 3,345,000 Londoners.Every activity was oversubscribed.Sales of Mini’s were up 112%These numbers blew all expectations out of the water.