MINI Roadster Activation: Another Night, Another Adventure

The MINI Roadster had launched globally under the core concept, "Another day, another adventure". For many South Africans, MINI is seen as an 'urban' car rather than one you would take on 'outdoor adventures' so we decided to put a unique twist on the campaign, renaming it, "Another night, another adventure".

We promoted the campaign through a series of neon billboards that animated at night, as well 'moonlight test drives' that allowed potential customers to test drive the Roadster during the full moon.

The official launch took place at a globally-renowned design festival in Cape Town - The Design Indaba - where  we got America's Got Talent finalists iLuminate to do a surprise performance for the audience.

I conceptualised, produced and wrote the headlines for this campaign alongside another Copywriter, Verona Singh.