To seed the concept of anti-sameness to our target audience of ‘cultural influencers’, to build word of mouth and excitment about the forthcoming MINI Clubman, also known as, the Other MINI, we conceived the idea of:‘The Other Lunch Break (Learn Something Useful In Your Lunch Hour)’.Twice a week, for five weeks, MINI offered Londoners the opportunity to make the most of their hard earned lunch break by acquiring ‘essential’ new life skills.Our response could not use the car, or images of the car as its design was a closely guarded secret!

It was necessary to use the name of the product, ‘The Other Mini’ to reflect its personality on ambient activities (The Other Lunchbreak), that the target audience could ‘find’ (Other media channels) and immerse themselves in.We launched the campaign with entries in blogs, viral video invitations, a dedicated website ‘TheOtherLunchbreak.co.uk’, to seed the campaign.We then followed up with quirky print executions and ambient media that were more specific about where and when to find the activities and finally we had brand ambassadors spreading the word throughout the duration of the campaign.