The study formed the basis for the development of a promotion campaign in four Austrian premium ski areas favoured by the target groups. Lifestyle was emphasised over sports preferences. Advance announcements took the form of flyers, banners and posters in selected winter sports locations. Test drives in Mini vehicles were provided near the ski lift stations for skiers and passers-by. At heavily patronised lodges at the top of the mountain, skiers could be photographed in an oversized Mini snowball after responding to address and qualification questions. Back at the ski lift station, they could collect their individual postcard (photo) and also have a test drive. Qualification was assessed "casually" by the promotion teams.

Some 50 test drives with qualified potentials per promotion day at the ski lift station (target: 30). Some 125 additional high potential addresses were generated per promotion day (target: 100). The test drives went over very well, with a strong emotional attachment being formed with the product in a pleasant atmosphere - also supported by the "holiday situation" which ensured that the decision-maker (wife, father, mother ...) was present at the product meet. Overall brand awareness in ski areas was much greater than initially expected, and the creative slogan found great acceptance. All in all, the "2004 Mini summit" was an innovative and successful strategy.