To describe the New Mini's exciting charm by putting it into the Japanese favorite "Manga " story-"the New Mini escaped with its own will." To expand the New Mini's fascination and to generate penetration in the market by involving Japanese audience into Mini's escape story in the theatrical campaign.

The campaign is developed mainly on Outdoor advertisement and Website, without using other mass media. However it was taken up by TV, magazine and outdoor vision on publicities. The story development of the campaign succeeded in having not only a simple recognition of the product but also a deeper personal communication. Consequently, it resulted in a huge promotion involving more than 10 million people. ? Improvement of Blog article in 800% to ordinary period.? 86,000,000 impressions on website