Part of the “MINI Not Normal” campaign, the ad agency Iris Worldwide has come up with an elaborate way to reward MINI drivers.
Using technology, many “highly-trained” spotters were asked to look out for MINI drivers along London’s Cromwell road, changing the color and text of the billboards with an iPad.
MINI drivers were then asked to wave, and become part of the billboards which adorned the highways.
To top it off, these spotters also changed the billboards, directing these drivers to stop at the next garage—drivers were rewarded with food, drinks, a free car wash, and were even given flowers to surprise their loved ones.
Many drivers took to the campaign, smiling as their day was brightened up with these pleasant surprises.