John Cooper Works Hatch

MINI wanted to win back a lost generation of performance motoring enthusiasts. So it launched a new model entirely.

Our 9-screen interactive content experience was designed to convince even the biggest sceptics of MINI’s powerful high performance capabilities. Flexible across a wide range of formats, this successful campaign thrived on wholly original, truly interactive content. And the lost generation of enthusiasts fell in love.

9M
9M
Campaign reach
400K
400K
Views of the interactive experience on the microsite
15K
15K
Registered interest as qualified leads (25% above target)
60%
60%
Of annual sales target in just 7 weeks