The plan concentrated on a national (50 market) campaign which hit consumers at the “point of pain”; as they were filling up their tank. The creative content was a mix of pure branding messages, which featured observational types of executions consistent with the MINI DNA as well as specific fuel efficiency messages consistent with the media placements.

From a strict audience delivery perspective, the 3,450 station campaign delivered an astounding 2.3 billion total media impressions at a lower cost per thousand than traditional rotary bulletins.

Overall MINI sales during the campaign increased some 23% from 2004.