For the first time an integrated campaign is entirely crafted inside a MINI beside the pilot. As a result the campaign is inundated with typos, the chart is burst and nothing is stable. Posters, banners, skin layouts, ads, everything is failed. Even the press ads…

We got massive reactions from internet users, we generated thousands typos, sorry, and, some guys reacted… a little hurried.

For the first time an integrated campaign entirely crafted inside a MINI beside the pilot who has been briefed to test its limits, to show visually how its 231HP could affect the ad campaign.

To relay the concept, the campaign has been supported by a massive digital activation but also by an event-covering and press partnerships (GQ / Auto-plus / Sport) and blog (Luxsure / Dark Planner) strippers.

+ 1, 9 million views (YouTube + Facebook)

+ 1, 3 million full views (video duration: 2mn36)

+ 40% of earned media