On the one side the ramp, on the other the brand-new MINI Cooper S: for every driver crossing the bridge near this twin high-rise, it had to look as if the car had just achieved such as spectacular feat. Which lent an air of nitty-gritty realism to the message “Incredibly MINI. The new MINI.” And gave a powerful boost to the whole campaign.

The “MINI Base Jump“ campaign caused quite a stir, both among the media and the people driving by the spectacular sight every day. The promotion’s aim was to invite people to go for a test drive at their nearest MINI dealership – because statistics show that 60% of those who try one, buy one.