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The Challenge: Establish a differentiated positioning for the all-new MINI Paceman, that draws an affluent, design-oriented audience to the brand, without cannibalizing sales from the popular Countryman model. But how do you introduce a car to a cynical new audience that is skeptical of advertising, hates car dealerships, and doesn't engage with traditional media channels?

The Strategy: Find a media partner that this audience trusts, and collaborate to create a memorable Paceman experience that ignites a groundswell of interest, builds online buzz, and establishes meaningful connections with our elusive target.

The Execution: Turn the car into an event venue, and showcase the MINI Paceman in its native environment - the city at night. We partnered with UrbanDaddy to create MINI Night Out – a curated urban adventure that shuttled guests between hot-spots and offered them access to exclusive nightlife experiences.

Results: MINI Night Out was a rousing success. Despite only 2,236 people participating in the event, we generated 33.8MM earned media impressions, 22,399 new leads, and sold 3,262 new Paceman.

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