The new MINI F56 Hatch

Background

MINI drivers loved their MINI; they treated their car more like a pet, or even a partner. Convincing these drivers to trade in their beloved best friend was really hard.

The problem was, the new MINI F56 may have looked like the old MINI but it was more like a reinvention of the MINI from the ground up, representing the most significant advances since the MINI was reborn in 2001. If MINI drivers were ever going to replace their car, now was the time. But only if they realised the new model was something special. The task was to make sure MINI owners took notice; simply sending a new car brochure wouldn't do.