BIMA Awards 2006 - Best Interactive Advertising

The online teaser campaign for the new mini, inspired by Alice in Wonderland and The Matrix aimed to encourage users to break from their daily surfing habits and join Mini for a random adventure into the worldwide web.

Targeting an adventurous audience that enjoys discovering new content on the web, the online ads feature a white Mini that leads users through virutal portholes, taking them to the home page of carefully selected eccentric British web sites they would not have normally found.

Users could either browse the site or be taken through the second of four designed portholes to continue the Mini adventure. With four destinations within one journey and three unique journeys created, the user is unlikely to go on the same adventure more than once.

One judge said the Mini campaign "stood out through its creative use of the unique qualities online".