Mini Ray is the subject of vandalism!

The brand personality of MINI has always been fun and cheeky. Likewise for its advertising and communication, it relishes in surprising people with the refreshing and unexpected. Rather than sticking to traditional methods of advertising the special edition MINI Ray, MINI wanted to embark on a route less travelled.

Vandalism has always been frowned upon in squeaky, clean Singapore. Thus, MINI and its incumbent advertising agency, Kinetic Design and Advertising, wanted to capitalise on this to create hype for the
special edition MINI Ray. After much deliberation and planning, a week-long campaign that is not only true to the brand personality of MINI but also the talk of town was created.

A day before the introduction of MINI Ray, Kinetic orchestrated a mock ‘act of vandalism’ at MINI Habitat in the wee hours of the morning using a crew of ‘vandals’ to spray paint on the glass façade
where MINI Ray was displayed. The stunt was captured on video and uploaded on popular online forums like STOMP, video-sharing websites like YouTube, and car forums like MINIsg.com, etc.

Over the next few days, there was a furore over this ‘act of vandalism’. On STOMP alone, the video clipgenerated over 12,000 views with strong reactions to this act. There were numerous conspiracy theories and speculations over the various forums on who could have committed this ‘act of vandalism’. MINImRay received a huge following thereafter.

A ‘vandalised’ MINI Ray will be on tow around various parts of Singapore, which further amplifies the idea of the MINI Ray being the car which makes everyone envious according to Mini's press release
.
The truth is finally revealed as a publicity stunt today on the various online forums.
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