The most powerful MINI model in their family. The MINI John Cooper Works is the biggest, baddest MINI yet. So you'd better Man Up to take charge of this beast.

 

A range of emails and a Direct Mail pack to announce the new MINI JCW Countryman and build excitement before its street date. All in MINI's fun and quirky way, of course.

 

 

A tongue-in-cheek challenge: Are you man enough? Mailing at the beginning of November, also tying in with Movember, the pack contained three cards with moustaches, and the simple instruction: It's time to Man Up. A simple die-cut allowed you to hold the card in front of you face – and sport a stellar moustache. 

Email links to a microsite where viewers can experience the car online, as a teaser to book a test drive. Includes a 360 degree view of the interior, as well as the opportunity to rev the car and hear its engine growl... before hitting the SPORT button to unleash its roar.