IN CULTURE...

MINI GIVE YOU 7 SECONDS TO BUY THE NEW CLUBMAN

The biggest decisions in life should be made instinctively. The ones where you defy convention and logic to pursue what you know to be right, without really knowing why. After all, you don’t pick a partner based on their exam results.

Buying a car is one of those big life decisions. With the new MINI Clubman we urged people to look past the spec sheets and listen to what their gut was telling them. Because when has it ever been wrong?

In order to encourage fans to go with their gut, we pitched and created a global launch campaign that gave people just 7 seconds to decide on whether to buy the car, or not. 

Go with your gut.

SOME GUT REACTIONS

It was nice to see some people having gut reactions to the car on social media, even if they hated it!

THE 7 SECOND TEST DRIVE

This was one of our favourite activations from the campaign:

MINI presents: The 7 Second Test Drive. Because your gut doesn't need any longer.

THE GO WITH YOUR GUT CONFIGURATOR

As part of the campaign, AKQA developed a car configurator which led users through the customisation process based on what sounds they instinctively liked.

(Unfortunately the micro-site has been taken down now though)