For a campaign to show the variety of models in the Mini range (10), we produced a series of edits that shows the unique personalities and attributes of the car by marrying them up with different styles of bike riding.
The Countryman was tested through the ruts and puddles of the South Downs by MTB rider Dave Jaquin. Road rider Neil Philips went suburban with the incredible Mini Hatch 5 Door and Pro BMXer Matt Priest took to the streets of London with the punchy Mini Paceman.
The edits were released exclusively through Factory Media digital and social channels - RCUK (Road bikes), Dirt (MTB) and Ride UK (BMX) with built in booked media and editorial. Consumers were incentivised to watch by the lure of an amazing Mini track day experience and the loan of a JCW Mini Hatch.