MINI France had just finished a record year in sales and was facing the economic slump that hit hard most automobile manufactures. MINI was short on budget for a classical media campaign and could not compete with the French automotive giants in terms of reach. The challenge was to find a smart way to drive more people to the MINI Stores in Paris for them to book a test drive. We were targeting people who had already thought about MINI, but never had the courage to actually go inside a dealership, as it seemed like too much of a commitment.
MINIs are such special cars, that once you get inside them, you fall in love. Starting from the insight that the only thing you need to sell a MINI is a MINI itself, we came up with a fun execution that literally transforms MINIs into␣ MINI Stores.