MINI: Round Ireland Relay

This case study shows how MINI, a car brand, used social media to increase demand for its product in Ireland.

MINI: Round Ireland Relay

Agencies: Cawley Nea\TBWA and Vizeum

Introduction & Background

Sharing The Fun All Over Ireland

Let's face it, test drives are usually pretty perfunctory and boring - it's just you and the dealer driving a safe distance on a well-defined route.

As experiences go, it screams 'BORING!'... especially if you're a fun, outgoing, sociable brand like MINI.

So we disrupted the notion of the test drive by creating The MINI Round Ireland Relay - the First-Ever-National-Collaborative-Test-Drive-Campaign to show just how good driving a MINI can be.

Connecting our network, one drive at a time

We invited potential...

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