Not wishing to have a ‘stand and stare’ Mini display at the 2006 Sydney Motor Show we built an off-site Cop & Robbers chase setting that allowed consumers to experience the thrill and power of Mini’s legendary handling.

Professional drivers whipped consumers around a custom designed course in highly tuned ‘works’ Minis. In-car cameras captured their adrenalin rush and the footage was emailed to them. Afterwards customers were offered a test drive. For those who needed to calm down, an outdoor bar chill-out area offered the perfect setting.

Results included 1500 passengers, 70 on-the-spot test drives, 200 immediate dealer leads and numerous sales. Mini Chase also gained widespread media coverage including news and breakfast TV, newspapers, radio and marketing press as it broke many of the category conventions. Read Less