BRIEF Launch the new car model MINI Countryman, using the global concept for the car: "Getaway". For MINI Sweden this was the most important marketing campaign since the total remake of MINI in 2001.

TARGET GROUP Mentally young, i.e. people loving MINI brand value.

CHALLENGE Create evangelists. Make them start talking about the launch both offline and online.

SOLUTION People aspire to MINI from when they are kids and read about it in comic books. We dared the mentally young to make their dream car come true – appealing also to primal hunting instincts. If you managed to catch a virtual MINI and kept your prey away from everybody else you won a real MINI. Which fitted both with the concept "Getaway" and the playfulness in MINI's DNA. The talk value was enhanced by this being the world's biggest reality game.

For more info go to: http://www.ourentries.se/minigetawaystockholm/

The campaign was all about play and getaway, which is in MINI's DNA.For seven days, everybody with an iPhone was invited to hunt and catch a virtual MINI in Stockholm city. You used an app where you could see the location of the virtual MINI, all other players and yourself. If you got closer than 50 metres of the virtual MINI, you could take it with your iPhone. Then you had to get away, because anyone within 50 metres could take the MINI from you. The person with the virtual MINI in their iPhone when the game finished won a real MINI Countryman.To make people take part we used print, radio and PR to spread the idea about this being the world’s biggest reality game. A simple promo film on YouTube explained everything.

– During the game week 11,413 people participated.– The virtual MINI was transported nearly 1,500 physical kilometres.– Average gaming time was 5 hours and 6 minutes per person.– Sales increased with 108% the first quarter after the campaign (record sales in Sweden).BONUS:– People from 90 countries followed the game on our website, minigetawaystockholm.com