Situation: South Africa's roads are riddled with potholes, hampering the driving experience. Concurrently, the country faces a landfill crisis due to non-recyclable plastic waste.

Brief: Develop a solution that addresses both the pothole problem and the plastic waste issue, reinforcing MINI's commitment to providing fun and responsible driving experiences.

Objectives: enhance the driving experience for MINI owners but also contribute to a cleaner environment for all South Africans.

Landfilla – Plastic waste filling potholes not landfills. This innovative solution addresses two significant issues in South Africa - deteriorating road conditions and the growing landfill crisis. Bringing fun back to driving on South Africa’s roads.

Target Audience: The primary target audience is all South African road users affected by potholes. The broader audience includes all and those concerned about environmental sustainability.

Approach: The strategy was two-fold. Firstly, to directly address the pain point of poor road conditions affecting the driving experience. Landfilla does this by filling potholes with a durable, eco-friendly material made from non-recyclable plastics. Secondly, to position MINI as a socially responsible brand committed to addressing environmental issues. By using plastic waste to create Landfilla, MINI not only reduces landfill waste but also demonstrates its commitment to innovative, sustainable solutions. This approach strengthens MINI's brand image, enhances customer loyalty, and appeals to environmentally conscious consumers, all while improving the overall driving experience in South Africa.

Implementation: MINI collaborated with civil engineers, environmental scientists, and road safety experts to develop Landfilla. The process involved collecting all seven types of non-recyclable plastics, shredding, crushing, heating, and mixing them with bitumen to create a durable cold-mix asphalt.

Timeline: The development and testing phase took several months to ensure the product met all safety requirements. Once approved, the rollout began across various municipalities.

Placement: Landfilla was used to fill potholes in areas with high MINI usage and visibility, starting with Cape Town. Each filled pothole served as a testament to MINI's commitment to improving the driving experience and reducing plastic waste.

Scale: The project started on a local scale but with the potential for nationwide implementation. The aim is to expand the initiative across South Africa, turning a significant portion of the country's non-recyclable plastic waste into a solution for its pothole problem.

Business Impact: The initiative has positively impacted MINI's brand perception, positioning it as an innovative, socially responsible brand.

Response Rate: The project has garnered positive responses from customers and the wider public, raising awareness about sustainable solutions to common problems.

Impressions: Landfilla has sparked conversations about turning waste into valuable resources, generating positive impressions about MINI's commitment to environmental sustainability.

Change in Behaviour: Every filled pothole serves as a reminder of the need for sustainable practices, encouraging people to think differently about waste.

Consumer Awareness: The initiative has raised consumer awareness about the possibilities of recycling non-recyclable plastics and the role businesses can play in addressing environmental challenges.

Brand Perception: Landfilla has reinforced MINI's brand promise of fun driving, showing that it's possible to enjoy the ride while caring for our planet.