Never driven a Mini? Try it and discover what every owner already knows. The jealous glares. The envious stares. Because everybody longs to drive your Mini. Playing on this idea, we sent dealers a mailing. Owners received an email requesting them to print out and display a Mini NOT FOR SALE sign in their car. On the sign was not the telephone number of the Mini owner (as you would expect) but of the local Mini dealer. Because this Mini is NOT FOR SALE for all the money in the world - get your own!

A teasing invitation for a topless night. Then a 'real nightclub'. Valet parking, red velvet, cocktails, oysters, pianist, singer and...two coins for a contraption with automatic blinds. Insert the coin and the blinds open in true peepshow style. A sneak peek at the first real MINI cabrio as it seductively rotates on the stage and enticingly raises and closes its bonnet. After the preview, everyone could actually see, touch and sit in the MINI.

Incredible results for a €6,000 promotion! Many enthusiastic Mini drivers put up their Mini’s FOR SALE and sent photos and compliments ‘Superb! Keep it up.’ 23 fired-up dealers: ‘Less money, more smiles. Only Mini can do something like this!’ A simple piece of paper seen on motorways and online, generated numerous promising leads. Loads of enthusiasm outside and inside the showrooms.Quantitative results: net number of emails opened: target: 51%, realised: 70%. Number of photos sent in: target: 5%: realised: 7%.