MINI Dakar 2016

Challenge:

Rev-up MINI’s performance credentials while introducing a new talent for the MINI Racing team.

Solution:

We pushed MINI’s hottest new driver to the limit. Pitting man against machine, we conducted a series of fiendish lab tests and trials to showcase the skills of both Harry and the MINI Countryman John Cooper Works edition to the limit. And throughout, we linked the campaign to MINI models driving customer sign-ups and test drive.

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