Results and Effectiveness

-74% of total 5.91m campaign impressions were in social media (1.06m video, 2.2m blog/forum, 751k+ Facebook, 381k+ photo impressions). -2800+ social media interactions – likes, comments, replies, photo/video uploads, tags, shares, posts, tweets, retweets, etc. -Twice the sales in a third of the time – 30 cars sold (38% of the year’s 80-unit stock) in just 10 days. (Sales target 15 units in the 1st 30 days) -High-margin sales - 90% of sales from highest-margin Cooper S variant, 67% ordered equipment upgrades. -RM8.47M in sales, campaign ROI of 1244% in just 10 days. -Record-breaking launch, MINI’s best-performing to date

Creative Execution

HIJACK -Staged video review - hijackers storm the set, “hijack” the car. -Raw footage leaked to enthusiast sites, sparking speculation. -The review site, the journalist and MINI reveal the campaign microsite via respective Facebook, Twitter, blogs. GETAWAY (FBCONNECT-MICROSITE) -Hijackers turn out to be journalist’s prankster friends. -Dropped daily clues of their luxury getaway whereabouts to taunt the journalist. YOUR GETAWAY -Consumers can also guess whereabouts via the clues to win their own luxury getaway. -Clues demonstrate Countryman’s new practicalities. -Sign-ups and guesses posted on users’ Walls, challenging their social connections to do better. THE RECOVERY (LAUNCH EVENT) -Hijackers decide not to risk it; load the car onto a train for its return (train station is the surprise venue for the launch event). -The hijackers became emcees, drive the car off the train directly onto the platform. -Further social media mileage: Facebook “liveblog”-style coverage, invited bloggers, Facebook Photobooth, and TwitterDJ wall.

Insights, Strategy and the Idea

In Malaysia, MINI’s cheeky styling and go-kart handling are loved by affluent car enthusiasts (import taxes mean super premium prices to protect local brands). But insights revealed that impracticality for longer road trips with friends/family/lifestyle gear (2 cramped rear seats, 2 doors, tiny boot) was the biggest purchase barrier for enthusiasts who crave good, long drives. The arrival of MINI Countryman (5 adult seats, 4 doors, double boot space, yet quintessentially MINI) could unlock this segment, if we could capture their attention and imagination. Task: Generate buzz, ignite prospects amongst enthusiasts. Strategy: Create a dramatic entry into enthusiast circles, use social media to drive amplified conversation, demonstrate perfect getaway attributes. Idea: Collaborate with Malaysia’s top motoring site to stage a “hijack” of the Countryman at its first review, lead into an epic participative getaway to luxury holiday destinations across Malaysia; seamlessly ending in a spectacular never-before launch event.