Introducing the new MINI, a captivating blend of originality and heritage, infused with advanced technologies. In a region rich with tradition and a thirst for innovation, we embarked on a mission to connect with like-minded individuals in the Middle East.

Harnessing the power of social media networks, we invited MINI enthusiasts to showcase their originality using the hashtag #TheOriginalInME on Twitter and Instagram. Their unique content automatically graced MINI's Original website, giving them a platform to share their passion. As a token of gratitude, we offered the chance to win a free car for a year, igniting a sense of celebration among our loyal fans, friends, and followers.

The impact was remarkable. Our campaign generated an astonishing 320% increase in earned media, but the true triumph was the buzz it created. The new MINI became the talk of the town, captivating hearts and minds across the region. With originality as our driving force, we set a new standard for automotive engagement in the Middle East.