Maintaining the EXCITING MINI WORLD concept on a low budget, we brought the open-air driving experience to the people, instead of dragging people to the experience.

We expected an average of 200 impacts, but the results surpassed 300 per day, increasing the amount of people visiting the dealership. People passing by, that interacted with MINI, caught the experience in their cellphones, and shared it to other people via Facebook, Twitter, YouTube, making it possible for other people to get to know this event. In this way, we gave passers-by a surprise with their very own MINI Convertible and an exciting experience... even if for a little while.