| Title | AT LARGE |
| Brand | MINI |
| Product / Service | COUNTRYMAN |
| Category | D01. Integrated Digital Campaign |
| Entrant | ARACHNID Petaling Jaya, MALAYSIA |
| Entrant Company: | ARACHNID Petaling Jaya, MALAYSIA |
| Advertising/Web Design Agency: | ARACHNID Petaling Jaya, MALAYSIA |
| Name | Company | Position |
|---|---|---|
| Chin Weng Keong | Arachnid Sdn Bhd | Creative Director |
| David Soo | Arachnid Sdn Bhd | General Manager |
| Brian Leong | Arachnid Sdn Bhd | Creative Head |
| Chan Sue-Ann | Arachnid Sdn Bhd | Regional Business Development Manager |
| Henry Lee | Arachnid Sdn Bhd | Head of Creative Services |
| Leow Yuet Mee | Arachnid Sdn Bhd | Strategic Planner |
| Daniel Ang | Arachnid Sdn Bhd | Art Director |
| Chin Sue Lynn | Arachnid Sdn Bhd | Account Manager |
| Cheah Pih Nyuk | Arachnid Sdn Bhd | Senior Copywriter |
| Yap Kin Shu | Arachnid Sdn Bhd | Lead Web Developer |
| Leong Teik Fei | Arachnid Sdn Bhd | Lead Interface Developer |
| Grace Loh | Arachnid Sdn Bhd | Strategic Planning Executive |
| Elian Woo | Arachnid Sdn Bhd | Designer |
| Ee Soon Seng | Arachnid Sdn Bhd | Designer |
| Yap Haw Kok | Arachnid Sdn Bhd | Web Developer |
How to generate buzz and buyers amongst car enthusiasts when launching the largest MINI ever with even more getaway practicalities? Lose it to "thieves"! At its first local review by Paultan.org, the Countryman is "hijacked" on camera and leaked online, evolving into an epic getaway around Malaysia, a social contest (to win your own luxurious getaway) and a dramatic launch where the car is returned on a train that pulls into the event venue. Results: 38% of 12 months' stock sold in 10 days. Campaign ROI 1244%. Best performing MINI launch ever.