In order to remind drivers of the playfulness and agility of the classic MINI, we created scrolling billboards at highly frequented locations in Vienna, that were perfectly synchronized with the traffic lights right next to them.

Every time the light changed, our MINI changed. From Blazing Red to Volcanic Orange to British Racing Green and back. Involving drivers in an usually dull situation, while waiting for the light to turn green.

Technically it was more difficult than expected. The reason was that traffic lights change the duration of each phase of light during the day. So we had to adjust the engine of each scrolling billboard. To be on the safe side we monitored the traffic lights with cameras that were attached to and communicated with the billboards.

At the end of the day, there was a whole crew of technicians working on all locations to implement the idea successfully.

The creation was a complete success, not only among drivers. Local media coverage began immediately and so did social media. Our MINI rolling boards became talk-of-town in no time, leading to an increase in MINI test-drives by 27 % in the periode of 4/2015.