MINI wanted to let the working people of Holland to make a test drive during office hours. So we decided to organize the test drives at the companies and treat them to a free cup of coffee. The fuel every Dutch office runs on. But a free cup of coffee wasn't enough. We had to make the experience more MINI like.
We linked people's driving skills to their coffee taste. By installing a special chip in the car we were able to analyze each driver's style. We analyzed speed, acceleration, handling and fuel efficiency. After the ride the data was extracted and sent to the MINI Coffee Bar. To produce the perfect blend to match your driving.
We visited 50 companies and 748 people took a test drive. Over 3000 cups of coffee were served, 6106 km were driven and all this resulted in 780 leads.