Mini Canada’s roller coaster rolls through Toronto
August 26, 2013 | Russ Martin | Comments
Mini Canada released a video Thursday of an experiential stunt the brand pulled in Toronto this July.
As the culmination of its “Not Normal” campaign, which ran online and in cinema and print this spring, the brand’s agency, Anomaly Toronto, turned a fleet of three Minis into roller coaster cars and drove around the city, catching the reaction of consumers on film.
On set that day, Mini Canada brand communications manager Steve Ambeau told Marketing the initiative was first pitched as experiential, but his team liked the concept so much it put production dollars behind it to film a video to share online.
As the first of the cars pulled up to the stop light at the corner of Yonge and Dundas streets—one of several shooting locations—pedestrians craned their necks to see where the blaring music was coming from, then pulled out their phones to take photos of the “roller coaster.”
Anomaly Toronto president Franke Rodriguez pulled out his phone, too, and ran across the intersection to get a better shot. After the Minis pulled away with a pack of production cameras chasing it, Rodriguez walked back across the street with a toothy grin.
“It’s pretty awesome. It’s so loud and impossible to miss,” he said.
He shrugged. “I’m a little kid. When I see a roller coaster, it brings it out in me.”
Videography: Pam Lau