BRIEF:Launch the new car model MINI Countryman in Sweden, using the global concept for the car: “Getaway”. For MINI Sweden it was the most important launch and marketing campaign since the total remake of the car in 2001.TARGET GROUP:Mentally young, i.e. all people loving the MINI brand value.CHALLENGE:Create evangelists. Make them start talking about the launch both offline and online.

– During the game week 11,413 people participated.– The virtual MINI was transported nearly 1,500 physical kilometres.– Average gaming time was 5 hours and 6 minutes per person.– Sales increased with 108% the first quarter after the campaign (record sales in Sweden).BONUS:– People from 90 countries followed the game on our website, minigetawaystockholm.com

MINI is a car people have admired since they were kids and read about in comic books. We dared the mentally young to make their dream car come true – appealing also to primal hunting instincts. If you managed to catch a virtual MINI and kept your prey away from everybody else you won a real MINI, which fitted perfectly both with MINI's DNA and the concept "Getaway".The talk value was enhanced by the campaign being the world's biggest reality game.

The campaign was based on play and getaway, which is what MINI's DNA is all about.It was the world's biggest reality game. It transformed Stockholm city - and everybody in it - to a living game board, and it transformed the target group to living billboards. All people can relate to a cat-and-mouse-like game, which got people to start planning and discussing strategies even before the game begun.