The aim

Successfully launch the new MINI Countryman in Australia

The solution

realestate.com.au and MINI joined forces to disrupt the market by launching an interactive advertising campaign, generating buzz and excitement around the new MINI Countryman.

The interactive floor ad, which ran exclusively on realestate.com.au for one day, formed part of MINI's pre-launch strategy to generate enquiry leads into their top-of-the-range four door MINI Countryman all wheel drive, which is set for release mid next year. The creative execution for the interactive floor ad involved a car crashing through a series of television screens with a call to action which encourages consumers to register their interest in finding out more about the new MINI.

MINI's marketing manager Chris Brown said the bold move to invest in a one-day online campaign was a first for the company. Given the power of online and the high level of engagement this ad offered, MINI was keen to test this opportunity.

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