Mini USA linked with with Paper Magazine on a digital campaign called #DoItForTheDrive which celebrated International Women’s Day 2020 by telling the story of the 1962 Tulip Rally adventure of legendary female rally driver Pat Moss.
Moss, whose family were all successfully racing drivers, delivered the first ever rally victory for Mini.
A win that turned out to be instrumental in Mini taking the rally world by storm culminating in three wins at the Monte Carlo Rally.
The online campaign – spanning digital and social – is led by a hero spot telling Pat’s story.
The video was narrated by Pat’s daughter Susie and also includes a slew of other prominent women throughout history will be highlighted.
The campaign also include a dedicated editorial on PaperMag.com, plus organic and paid social content across Paper channels.
Mini and Paper will also engage influencers to share content profiling a woman in their life who #DoItForTheDrive.
Links:
Mini USA
https://www.youtube.com/user/MINIUSA
https://www.instagram.com/miniusa/
Paper Magazine
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