The campaign was driven by the concept of communicating the slogan “MINI Cabriolet. Always open” to the entire target group, either through the trade or via the Internet. The idea for the trade became: “We bring the outside in”. Supported by a variety of visuals, the main client benefit of “Always open” was communicated simply, quickly and expressively.The following Media were used in the introductory campaign: online special, mailing, print campaign (through a partner agency) and giveaways.

Visitors (28 June - 7 December): 154,205; distribution: MINI Cabriolet film clips (59,524), MINI Cooper S Cabriolet (39,938), MINI Cooper Cabriolet (31,167), MINI One Cabriolet (23,576). www.mini.de had a total of 749,531 visits during this period. Thus, some 21% of all users were interested in the MINI Cabriolet.

Vehicle sales figures: The planned 2004 target for MINI Cabriolet sales had been met by October.