The Ask
Get the target to Book a Test Drive for the 2016 MINI Countryman at MINI Downtown, Toronto.
Target
28-38 year olds, adventure enthusiasts who like to get away from the city occasionally. They enjoy outdoor activities and want a weekend warrior to accompany them on their adventures.
Research
95% all participants in our survey associated “freedom” with driving.
“I enjoy being isolated from the outside world while still being able to control my space”
Insight
People need their own space so that they can feel a sense of freedom
Concept
Make it Your Space.
Collaborate with Mountain Equipment Co-op (MEC) to bring The Big Mini Weekend to MINI Downtown, Toronto.
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