MINI

ROOF LIBERATION PLAN

You can design your own MINI roof and order a car online. Choose from a variety of Patterns you can color and size. Or some cheeky Artist options. Or load up you own image or illustration and have it made into a large sticker for your roof.

PR activity was done as graffiti artists ‘tagged’ roofs on different cars around Tokyo, direct mail and dealer/ retail activities in addition to a promotion across digital channels with a focus on artist and MINI SNS.

*Campaign ended as of December 2015.

RESULTS

230%
increase in Reach over previous campaigns.
140%
increase in Social Engagement over previous campaigns.
120%
over sales goal of cars sold from online roof design site.