The best way to get people interested in a MINI Ace is to make them feel like driving one. Therefore, we created a perfect illusion of a racetrack and placed it in front of cars waiting at the busiest traffic light in the city.

We reached about 12,000 drivers during rush hour and generated a 7% increase in test drives for MINI Switzerland. A substantial buzz in national newspapers and blogs worldwide immediately followed. So with this low budget media idea we have reached much more people than with any other single billboard.