Openness - The MINI iPhone mobile application

The MINI Openness mobile application encourages users to explore the unexplored and try new things. By downloading the application users have instant access to an off-beat guide to the UK’s major cities, including London, Manchester, Birmingham and Edinburgh and over 400 randomly selected unusual and spontaneous experiences: from getting a Brazilian to attending a Mexican wrestling match with fetish cabaret, joining a literary salon to jumping on a coach to an unknown destination. The wider digital campaign, Stay Open, is supported by online banner activity, also centred on openness and spontaneity.