Our strategy relied on bringing people from offline to online. Our campaign message ran consistently through all channels, and all communications linking to the main MINI website, the hub of the campaign.The first phase was to use a teaser campaign in both print and online, using web banners and placement on specific sites to draw people to the main MINI hub. A viral film was also seeded and linked to this hub. Our crack PR team worked to push all content (above and below the line) to specific sites and channels of interest to our male target (e.g. FHM, GQ online). And TV spots were released - at first online, to key seeding sites (e.g. sites frequented by our key advocates in the MINI community), who would then spread the films to the right people and with the right enthusiasm, urging them to visit our hub.

Judging by the pre-orders alone, the campaign has been extremely well received by consumers, showing that even in the troubled car market, with the right communications, MINI is able to buck the trend. As for the creative work, the campaign was the talk of the town in the auto press and MINI community with commentators suggesting that this was the best MINI campaign to date. And that’s certainly how the client sees it – they hold up our work on this campaign as the model for future MINI campaigns.... every brief we get asks for another “Radically Open”. So, in a sense, we’re victims of our own success.