A convertible isn’t a car, it’s a lifestyle. Convertible drivers are not just seeing the world from a unique perspective, they’re interacting with it in a special way every time they start the engine. It’s a philosophy we call ALWAYS OPEN.


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THE OPEN ONE CHALLENGE WEBSITE

To launch the “Always Open” campaign, we created a website for convertible owners to log hours spent motoring top down by referencing their Openometer, a fun standard feature on every MINI convertible. In total, owners from all over the world logged over 9,000 hours of open motoring - some drivers even continued to log hours and post photos well after the contest was finished and a winner announced!

 
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