MINI opens your mind (and your rooftop)

If you’re based in the UK and you are always eager to find out new places to see and new things to do, MINI has the right tool to give you tips and inspiration. As part of the campaign to promote its convertible model the car brand has launched an iPhone application called Openness which encourages users to explore the unexplored and try new things.

The mechanism is pretty straightforward. Select your location, decide how much open-minded you are and then shake to be surprised by MINI. You might end up with a recommendation for a Body Detox Clinic or if you luckier you could receive directions to a Mexican wrestling match with fetish cabaret. Whatever the hint, rest assured the experience will be definitely off-beat.
The agency behind it is Profero.