Designed in Milan, the motif of the campaign was originally intended for print media. It shows the MINI Cooper S and visualizes the brand values “power and driving pleasure” by comparing the car to a snorting bull.By interacting via mobile phone, the printed bull is transferred into the reality of passers-by. Thereby the strict division of advertisement and reality is broken up and the brand values can be experienced.

The OTS of the placement of the poster in Berlin was at about 175,000. The interactive character amplifies the involvement with the brand MINI. The mobile component thereby raises interest and increases the performance of the whole campaign.