A real MINI painted into a spider by a famous artist, Hiro Sugiyama was placed in a hall of a shopping mall. Together with the performers, it picked a person from the audience and threw a web net of captivation. The idea that “one glance and you're captivated by MINI” was executed in every element that made the event.

Over the three days of the event, 300-thousand visitors were captivated.“MINI WEB” received great free publicity: worth 1 million US dollars.The “prey” included media from national television, newspapers and Japan’s most popular lifestyle magazines.