Digital Content Marketing

Dakar. The world’s toughest race. And MINI has won four times in a row. But people know MINI for its iconic design, not its performance credentials. That had to change. So we told Harry Hunt’s story – MINI’s champion for Dakar 2016. TO THE LIMIT collaborates with John Cooper Works to set a series of gruelling challenges to push Harry to his limits, inspired by Dakar’s harsh conditions. By offering test drives on the John Cooper Works range, we linked its superb technical performance to MINI’s Dakar credentials, targeting everyone’s inner racer.