BRIEF

Launch MINI's first 2-seater Roadster as an accomplice for misadventure.

INSIGHT

Reassure middle-aged men that their best adventures still lie ahead.

IDEA

A Psychic Roadster predicts future adventures.

A targeted national OOH campaign, £500k highly targeted online campaign and paid search drove over 1/4million men through the branded experience for a bespoke psychic reading across desktop, tablet and mobile.

Once behind the psychic’s wheel, we dynamically pulled in users IP addresses, weather feeds, places of interest and etymology, to create convincing psychic readings, all in MINI’s irreverent tone.

The psychic reading culminated in a shareable prediction about their future.

attn jury: please find microsite demo on case film page