Creating a launch campaign for the new MINI convertible was an additional component to the BMW dealer marketing campaign pitch. The brief was to develop a launch campaign for the MINI convertible for Menlyn Auto. In order for us to stay true to the originality of the MINI brand, our use of media needed to engage, breakthrough and stand out.


Aligning to the global brand positioning ‘Stay Open’ for the MINI convertible, we focused on what made MINI unique. One origin, resulting in many origionals, the New MINI convertible is the one that continues to redefine and amplify originality. Therefore ‘Open Originality’ became the creative concept for the campaign.


MINI Traffic Jam

Regional Radio – MINI Jam Promo



PR Extension


Nespresso Shop Menlyn – Launch partnership



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 Rogue Brand Agency
Brand Strategy: George Chen
Creative Direction: Julia Rutherford & Natalie Theron
Lead Creative: Chris Engelbrecht