Several of our creative pieces worked in harmony with either surrounding editorial and/or other advertisers. The “1/2 Page insert” featured another advertisers’ run of page ad in the background and a MINI insert card overlayed to illustrate the ways their products’ (a snowmobile, for example) exhilaration parallels that of a MINI Convertible. “Polybag Roof” gives the reader a realistic view of the convertible, using the polybag to display the top both on and off.

During the initial stages of the campaign (Feb 2005) we have received a huge amount of buzz on the spot, including messages on MINI enthusiast websites ("It is hilarious…I did not know what to make of it"). In terms of sales, overall monthly units for February 2005 were up +18% above 2004. March 2005 unit sales were the highest in the history of MINI USA.