In 2012, MINI was set to introduce a special edition of its iconic MINI Cooper called The Chinese Jobspecifically for mainland China. To launch its new vehicle, and drive interest in its year-long amateur driving competition which brought The Chinese Job to life, MINI approached Guinness World Records to create a unique promotional campaign.
With inspiration taken from MINI’s positioning as a young, fun and modern brand, a record attempt for theTightest parallel park in the new model MINI Cooper was created. The live event was attended by China’s media elite – from Chinese print and online press, to bloggers and key brand influencers. When video of the record reached YouTube it became a viral hit, with more than 2.5 million views in the first week.
As the video ignited online interest, it captured the attention of the media across the US, UK, Europe, Australia and New Zealand. Not only did the record amplify media attention and consumer engagement, it also endorsed MINI’s message that The Chinese Job could be parked anywhere!