MINI Cooper

Motormate™

We hacked the media system when we built MINI’s first broadcast appearance. To qualify for more affordable direct response rates we created a cheeky little company called Motormate with a line of aftermarket performance products. The products were real and we very quickly sold out. Each product and message was designed to tout MINI’s handling and counter-culture of positivity.

CLIFFS NOTES ON MINI STANDARD FEATURES

The list of standard features on a MINI is so long, it reads like a novel. So we took that one step further.

ALWAYS OPEN

In our global launch of MINI Convertible, we challenged conventional thinking by harkening back to the days of roadsters, when drivers adored the thrill and mishaps of driving with the top down. Bugs in teeth? You bet! We kicked it off by building a manual, The Encyclopedia of Open Motoring.