Mini Countryman have hired some pretty creative big guns or big gun creatives for their launches. I first came across MINI GETAWAY in Stockholm when I first started studying digital strategy, at a time when I had no idea of the extent exciting possibilities in the digital and mobile world, when there was just something about “digital” that I wanted to explore.

"We don't have budget for the print items and live activation. We just want to use all the usual digital channels."

"Why do we need this new digital platform? We'll just do what we usually do – emails, posters, a radio advert..."

Sounds like two very different statements right? One client wants to blanket the digital channels. Another wants to blanket their usual channels.