Devised by Thai agency U5OK, the stunt is designed to evoke the sense of fun associated with Mini. “The launch of the new Mini provides us with fresh momentum to reach out to more customers,” said BMW spokesperson Cindy Chia. “Mini shouts life, and the campaign communicates this in a way that is unique to the brand.”
A microsite at www.mini24-7.com offers games, Mini wallpaper, e-cards and information about the car and accessories. Users can register for a test drive. Meanwhile, the outdoor installation, located at Singapore’s OUB Centre, will run for one month. There, visitors can also enter a competition to win a Mini for the weekend.
