The new MINI John Cooper Works is MINI’s most powerful car ever. How do we creatively communicate this online? We decided to target people who love speed, people who race every day — against the YouTube pre-roll ad.
Knowing that everyone wants to skip the annoying 5 seconds fast, we created the MINI John Cooper Works YouTube Race, and got viewers to pit themselves against our car.
As the countdown begins, viewers are challenged to skip the ad before the car blasts off, turning the usually boring pre-roll ad into a virtual battle of speeds.