Those passers-by who stood directly in front of this very life-like MINI duplicate got the impression that a host of people were getting in and out of that presumably so small car. This eye catcher with trompe-l’oeil effect was an effective way of getting people’s attention. In addition, the typical MINI humor of this tongue-in cheek approach confirmed MINI’s status as a “cult” brand.

The campaign was quite extensively talked about and put a smile on the face of many a passer-by. Thus, MINI managed to further position itself as a “cult” brand with a very positive personality.