The Copysmith

We worked closely with Interone Worldwide and Creativeflare on the launch of the new MINI and the MINI Cabrio in Dubai. The task was to brand the underground parking at Madinat Jumeirah, one of the fashionable malls where the MINI target market hangs out.

We conceptualised and wrote fun and engaging messaging, which included painting inspiring skies on the roof (your view from the MINI Cabrio) and placing colourful, cheeky messages for MINI drivers in unexpected spots in the location.

The activity was a huge success, creating a buzz in the city and driving many prospective buyers into the MINI showroom for testdrives.