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MINI Roadster: MINI Psychic Roadster


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The Mill London launch MINI's first 2-seater roadster to 30 something males as the perfect accomplice for misadventure.Middle-aged men can feel that the exciting adventures of their youth are in the past. Enter the MINI Roadster: Reassuring that their best life adventures are yet to happen. A psychic MINI with the ability to predict your future. Simply hold the wheel. A nationwide OOH launch campaign, a £500k highly targeted online campaign and paid search drove over 1/4million men through the branded experience for a bespoke psychic reading across desktop, tablet and mobile.Once behind the psychic’s wheel, we dynamically pulled in the users IP address, weather feeds, local places of interest and etymology, to create a convincing psychic reading, told in MINI's irreverent tone.The psychic reading culminated in receiving a prediction for future adventures, with the option of connecting to facebook to make the adventures more shareable.RESULTS
240,000 people visited the microsite
180,000 continued on to view the roadster on MINI.co.uk
Generated 1,924 leads in 4 weeks
77% uplift in national dealer inquiries
Across the MINI range 65% of customers are female, 35% male.
For the Roadster we increased male ownership from 35-50%.
Credits Other credits

Client: Anna Kilmurray

UX: Simon Pann

UX: Dave Regan

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