MINI is targeting professionals in the Netherlands with a campaign that aims to identify their driving style, then make them a coffee to match it.
The project, via JWT Amsterdam, involves visiting companies with the Coffee Bar and offering their staff test drives in six specially equipped MINIs. Computer chips in the cars analyze the driving style of the driver and automatically link it to the matching coffee profile. So, careful drivers might get a mild americano, while those who fancy themselves as Formula One drivers might get an espresso. Consumers in the Netherlands can sign also up for a test drive via a website.
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