The MINI brand is about going ‘beyond normal’. So the challenge was: to take MINI’s sponsorship of the SPCA beyond a normal CSR box-ticking exercise. With a limited budget, leverage their sponsorship in a way that would benefit both brands. And make a meaningful difference to the lives of SPCA animals.

The main barrier to people adopting shelter dogs was the perception that they have behavioural problems. If a dog is in a shelter, it must be ‘damaged goods’.

These aren’t just dogs, they’re potential family pets. So we had to convince people beyond all shadow of a doubt that shelter dogs are just as trainable and intelligent as ‘regular’ dogs.

But it wouldn’t be compelling enough to position SPCA dogs as just like ‘regular’ dogs. People had to believe they could be incredible.

Our idea: prove that SPCA dogs are just as trainable as ‘regular’ dogs by teaching them to drive a MINI. In a line: Because dogs this smart deserve a home.

We put three SPCA dogs through a doggy driving course; incorporating their training feedback into modifications to a MINI so they could actually drive it.

We revealed our ambition to teach dogs to drive, created anticipation for a world-first event broadcast live on primetime national television, and sparked a social media frenzy.

The sheer scale and impact of the campaign was extraordinary:

It raised the profile of SPCA dogs in New Zealand and worldwide.

- Coverage across every news outlet in NZ: US$2.2MM in media value

- The video of ‘Porter’ driving received 8MM YouTube views; most viewed and shared on MSN Worldwide and BBC.co.uk

- 200MM media exposures in over 70 countries

It changed negative perceptions of shelter dogs as pets.

- People were twice as likely to overcome the ‘damaged goods’ perception once they had seen the dogs driving

It attracted a community of people who would be more disposed to adopting an SPCA dog.

- 21,000 Facebook fans for Driving Dogs; 188% peak engagement

- 200% increase in visits to SPCA dog adoption webpage

It increased awareness of MINI’s association with SPCA.

- 40% greater awareness

- 1336% increase in online MINI and SPCA brand association discussion worldwide

And it found ‘forever homes’ for every SPCA Auckland shelter dog.