MINI marked the brand’s 60th birthday and the extraordinary story of a British innovation that went on to achieve iconic status with a limited run of very special vehicles for customers worldwide.

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As a kick-start to this anniversary, Kara5 launched an integrated digital marketing campaign to increase the awareness of the MINI 60 Edition. The campaign was enhanced by creating a web app and a contest for the most beautiful MINI car.

With more then 100+ applicants, the decision for the most beautiful MINI car was far from easy. More than thousands of MINI fans and Facebook followers, gave their votes by liking their favorite MINI car.

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After a week-long voting contest, the top 5 most liked cars were selected and their owners were afterwards awarded with the specially designed MINI 60 Year Edition gifts.

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The digital campaign was quite successful. A new MINI 60 Edition car was ordered, fans were happy, and all the MINI 60 editions accesories were sold out within a day.