The new MINI Countryman Launch

The challenge – To reposition the face-lifted MINI Countryman (now available with ALL4 all-wheel-drive) as a tough, adventurous SUV.

The solution – An ‘up for the toughest adventures’ campaign leading with the name of MINI’s all-wheel-drive system. A true 360 campaign that ran across OOH, Print, Digital, eCRM, CRM and in dealer.

The idea ran far beyond the launch campaign because of its simple adaptability.