The brief was to create a direct response advertising for MINI COOPERs campaign (5 MINIs-15 million variations). So, I came up with the idea to create a game for the new i-pad and all smart-phones and could even become a game on facebook, because my target audience is mostly young people, but either way almost everybody uses smartphones. The game is simple for everyone. An invitation will be sent to you from a friend that will invite and challenge you to pimp your MINI and race. You could colorize your MINI or draw on it whatever you want with the brushes and strokes provided and then free to pimp it and get crazy with it. You can name it with max of 7 characters and even international car codes would be available on the palettes. After pimping your MINI you would upload it to PIMP YOUR MINI gallery online (direct response advertising) and then you would race with other pimped MINIs. You could even have a test drive or a trial before you get started. The key point on this challenge is that you can vote your favourite MINI so the more votes you get the faster you get and you’re upgraded to better races, so friends would invite more friends and the voting/challenge would go on and on.
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