Not wishing to have a ‘stand and stare’ Mini display at the 2006 SydneyMotor Show we built an off-site Cops & Robbers chase setting that allowedconsumers to experience the thrill and power of Mini’s legendary handling. This was a first in this category in Australia. 

Professional drivers whipped consumers around a custom designed course in highly-tuned ‘works’ Minis. In-car cameras captured their adrenalin rush andthe footage was emailed to them. Afterwards customers were offered a test drive. For those who needed to calm down, an outdoor bar chill-out area offered theperfect setting. 

Results included 1500 passengers, 70 on-the-spot test drives, 200 immediate dealer leads and numerous sales. At the time this was quite a different approach to promoting vehicles and Mini Chase therefore gained widespread media coverage including news and breakfast TV, newspapers, radio and marketing press.

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