To seed the concept of anti-sameness to our target audience of ‘cultural influencers’. Using forms of conventional and unconventional media, we had to inspire people to stop doing the things they normally do and to try something different, something ‘other’… In doing this, we would build word of mouth and get people excited about the forthcoming MINI Clubman, also known as, the Other MINI.Our response could not use the car, or images of the car as it’s design was a closely guarded secret!

The campaign reached 3,345,000 Londoners.Every activity was oversubscribed.Sales of Mini’s were up 112%These numbers blew all expectations out of the water.

The new MINI Clubman also known as ‘The Other MINI’ appeals to an alternative, outgoing and quirky audience. The car delivers everything a potential MINI owner wants, so as well as promoting the car as different, we needed to prepare people for it.To engage ‘cultural influencers’ we needed to talk to them in ways other than advertising, to ensure a feeling of ‘discovery’. This would give us permission to be talked about by people that are famously difficult to reach via conventional techniques. We therefore decided that people needed to be immersed in an experience rather than be talked at.

BMW Mini has a famously quirky image. The target market are equally quirky and difficult to reach.It was therefore necessary to use the name of the product, ‘The Other Mini’ to reflect it’s personality on ambient activities (The Other Lunchbreak), that the target audience could ‘find’ and immerse themselves in.