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 MINI drivers to bring a friend with them to a MINI dealer and tasked them with test driving to another MINI dealer somewhere in our network - all we asked was that they made sure to stop off at the best places in Ireland on their way.