MINI.CA

Campaign Description

MINI wanted to have some fun with its enthusiasts on April Fool’s Day; so we decided to launch a new product – a scooter called “The MINI Skini.” To make sure the illusion was believable, we actually built a life-sized scooter using real MINI parts like side mirrors and decals. The campaign started with several camera-phone “sightings” of the Skini that were posted on prominent Canadian MINI forums. On April 1st, we added a microsite on the homepage of MINI.ca, banner ads, a press release from MINI, and a photo and article in the automotive section of a national paper.


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