To launch the MINI Convertible in over fifty countries, we focused on the coolest thing about owning an open top car: you get to jump in. By always showing the top open, the car is always ready to go after jumping in over the doors, a masculine right of passage to any open motoring experience. The jump campaign allowed us to introduce the MINI Convertible in a way that was completely unique from other competitive models. No sun-splashed beaches, or curvy roads on picture perfect days. Instead, we focused on real environments, with real drivers and showcased the signature look of the car with active, dynamic and stylish images.

We launched the Jump In campaign internationally with television, and followed that effort with print ads and MINI dealership posters in the US market. In addition to the TV and print, we also developed a website at www.toughlanding.com that highlighted a montage of outtakes from the TV production.