To promote the new brand claim we prepared over a period of two months a giant interactive blow up poster which could be activated by SMS. The installation was located in Germany’s largest red light district. The ‘Reeperbahn’ in Hamburg. It goes without saying that we played with this sinful environment on the billboard: the MINI Cooper is being spanked by an oversized whiplash and honks lustfully.

The poster quickly became the new attraction in the infamous party district. Regional and national media began to report on the 'whiplash  poster' - as did bloggers and Facebook groups. The number of activations by text message exceeded expectations by over 70%. The positive effects made for success in the point of sale as well: during the campaign, the Hamburg MINI showroom measured its highest visitor frequency since its opening.