MINI is loved by millions. However it was not considered as a first choice when it comes to buying a spacious car. We needed to convey the message that the new MINI Countryman was more spacious than ever. For the local launch of MINI Countryman in Turkey, we turned Istanbul's historic tram into MINI Countryman.

To see the hundred years old tram turn into MINI was an incredibly surprising and unusual experience for local people. It was on the internet (Facebook, Twitter, news sites and many blogs) from the 10th minute of the event. It also generated attention from national media, as part of the news of the most famous newspapers and TV channels. Number of likes at MINI Turkey's Facebook page increased from 3,005 to 6,800 in a few hours. Also the monthly sales of MINI Countryman increased 35% in July.