MINI Hipster Hatch

Challenge: The notorious April Fools’ Day brief – could we turn it into a genuine opportunity to do something funny and relevant for a well-loved brand?

Solution: MINI are all about customisation. They’re well known for their special editions and playful features, so we created a new model for a particularly niche demographic. It had a twin-deck cassette player, earthy and organic paint options and Instagram tinted windows, among other things. We gave it a fake product page on the MINI website and we launched it across social and traditional channels on April 1st.

Results: Hipster Hatch was MINI’s most shared social activity in 2016, drove a marked increase in daily website traffic and got featured on multiple motoring news sites, including Topgear.

Iris (2016)

ONLINE / SOCIAL / PRINT / OOH