To describe the New Mini's exciting charm by putting it into the Japanese favourite "Manga" story-"the New Mini escaped with its own will." To expand the New Mini's fascination and to generate penetration in the market by involving the Japanese audience into Mini's escape story in the theatrical campaign.

Consequently, it resulted in a huge promotion involving more than 10 million people. Improvement of Blog article by 800% to ordinary period. 86,000,000 impressions on the website.