All The Wrong Places

Global Digital Activation MINI Coupé and MINI Roadster

Challenge

With the launch of the new sporty MINI Coupé and Roadster our challenge was to reinvigorate the MINI brand with guys aged 24 - 35.

Insight

Research showed the expanded MINI range was losing its appeal to men.

Concepting Mentality

Wild at heart.

Execution

The award winning ALL THE WRONG PLACES digital campaign put MINI’s social media fans in the driver's seat for the very first time. Together with VICE, BSUR took a host, the new MINI and 5 co-pilots around the globe to capture adventure stories that had to be seen to be believed.

Results

101% increase in target audience of guys 25 – 34. Millions of video views. Average fan engagement time of 5.25 minutes.

Another Day, Another Adventure MINI vs Monster
Case study overview