Getting dark to sell the blackest MINI ever.

Client: MINI
Brief: The MINI Blackheath Edition was the blackest car MINI had ever made, and there were only 50 available to buy in Australia. We were tasked to dial up the FOMO in potential buyers.
Idea: Something dark is coming from MINI. A teaser campaign that advertised every thing black about the car, with out showing the car.
My role: Creative Direction/Art Direction.

Prelaunch teaser EDM, dealer press and social campaign:

Prelaunch teaser DM:
MINI enthusiasts were given an exclusive look at the MINI Blackheath through a unique DM piece. The DM piece contained a UV light and a seemingly blank card with instructions to 'turn off the lights'. Once the lights were off, the UV light could then be used to reveal and explore information about the car which was printed in UV ink:

Launch EDM, dealer press and social campaign:
The Blackheath was only revealed in its entirety at launch – 

Results:
All 50 were sold at launch