More than 2,200 public affirmations were received including wacky declarations such as seaside sandcastles or wild flowerbeds shaped as MINIs. We then turned 300 into ads overnight using LivePoster digital technology. No image was seen twice across 110 outdoor formats which powerfully conveyed the intensity of this spirited bunch. Every time someone saw their creation publicly saluted, they shared it on social networks trebling the campaign reach without additional spend. We also wanted to say ‘thank you' to MINI enthusiasts and create content to resonate after the campaign's end. On Cromwell Road, one of the UK's busiest roads, we developed a bespoke 3G-enabled Android app to broadcast real-time personal messages to MINI drivers through digital poster sites. Motorists that stopped-off nearby were greeted with free gifts like coffee, flowers or a take-away dinner. For others, we photographed them in their MINIs and made them the star of their own ad.

MINI regained its market-leading position from Fiat as the campaign reached more than 5.5 million and over a third of MINI owners engaged with it on social media.

There was a 33% uplift in brand preference, 44% uplift in brand purchase intent, and 27% uplift in people considering buying a MINI, two-thirds of which was attributed to the outdoor campaign alone according to Dentsu Aegis Measurement Tool, ICE.

More than 3,800 visitors to the campaign hub went on to look for a new MINI on mini.co.uk of which 11% became qualified dealership leads.