We were briefed on press executions, but we persuaded the client to run the ads on car park lift doors, in shopping centres. As the doors split so did our ad. Highlighting perfectly our benefit – that we would split the cost of a MINI with you. Bringing to life the ‘Go Dutch’ offer.

Using lift doors also meant we could target drivers at the perfect time – when they were heading back to (or leaving) their boring, boxy saloon. And it meant we could turn finance (let’s face it, it’s dull) into a bit of classic MINI fun.

Confidential:

Our campaign generated 73, 469 searches. We had click through rates of 7.62%.

We smashed our target for test-drives, getting 2,870 people down to a dealership to try out a new MINI.

And achieved 4,275 confirmed sales leads. Making this one of the most successful tactical campaigns MINI has ever run.