All The Wrong Places

Global Digital Activation MINI Coupé and MINI Roadster


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


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

Concepting Mentality

Wild at heart.


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.


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

Global launch of The Countryman Another Day, Another Adventure MINI vs Monster
Case study overview