MINI: Dominatrix

The website was based around custom video footage of a leather-clad dominatrix, complete with riding-crop.

The Challenge

Mini had a bad rap. The general perception of the intended target was that the Mini Cooper couldn’t handle itself in winter. If you’re trying to sell cars in Canada you know that isn’t going to work. Pixelpusher was approached to create an interactive website that fit with the cheekiness of the brand and illustrated the car’s ability to dominate winter.

Our Solution

Working closely with Mini’s ad agency (TAXI) and our motion graphics partner, an interactive online experience was developed to highlight the car’s handling capabilities. The website was based around custom video footage of a leather-clad dominatrix, complete with riding-crop – an entertaining spokesperson to say the least. Users were invited to click on certain features of the car which were then acted out by the “dom.” The site and campaign were a complete success. Not only did it win a Cannes Gold Lion, but as viral buzz spread around the internet, the site was featured on numerous automotive blogs garnering valuable free exposure for our client.