A positioning expressed by the disruptive message and by a proper joke, made collaborating with the editor, was the best way possible to get attention and being disrupting, while presenting a new MINI model.

The simple act of mimicking and treating a motorbike magazine like an automotive one, left over 58,000 readers with smiling faces.We took the attention we were looking for, also in terms of buzzing and word of mouth around the Net.

The web site visits were increased and several visits at MINI dealers were made during the month of distribution.

The creative solution was to create a false cover mimicking the real one, playing with the name of the magazine and above all with the arguments treated by the magazine.“Riders”, the magazine’s name, became “Drivers”, displaying the new MINI Countryman and all its features. A magazine dedicated to men, motorbikes and passions became a magazine dedicated to men, car and passions. The real cover graphics was completely copied and the new MINI became the absolute protagonist.In few words the new MINI Countryman can go everywhere… even on the cover of a motorbike magazine!

The aim was to present on print the new MINI Countryman, consistently with its positioning and its product feature (ALL4 System).The claim is “Getaway”, because the first “big” MINI gives you more chances and possibilities and invites you to follow your passions and desires.

The target consists in young couples/modern families with a focus on people caring about style and able to keep alive their passions, as MINI is.

The idea was to select a lifestyle magazine, targeted MINI, and publishing a print ad able to express the positioning of the new car in a completely disrupting way, as MINI is.

Thanks to agreements with Riders Magazine, focused on two wheels world and lifestyle, MINI had the opportunity to personalize a fake cover of the magazine.