Uniting brand loyalty
MINI Invasion launched in 2010 with nothing more than an open road and an open invitation. MINI owners answered the call with energy, colour, and a sense of adventure that could power a city. Convoys grew. Friendships formed. Stories multiplied. The event became a ritual. A tradition. A love letter to life behind the wheel of a MINI. It did not take long for MINI Invasion to outgrow its beginnings. What started in Toronto turned into a nationwide celebration that rolled through cities, towns, racetracks, vineyards, and open landscapes across the country. Every edition felt different but familiar—that perfect mix of surprise and comfort that MINI owners adore. In 2022, the rally evolved into MINI United. A celebration of twenty years of MINI in Canada and an embodiment of the global philosophy known as MINI BIG LOVE. A belief that individuality makes life beautiful and connection makes life meaningful. Through every edition, 7 Communications helped shape, elevate, and energize the experience, ensuring every moment felt unmistakably MINI.
Background
MINI Invasion launched in 2010 with nothing more than an open road and an open invitation. MINI owners answered the call with energy, colour, and a sense of adventure that could power a city. Convoys grew. Friendships formed. Stories multiplied. The event became a ritual. A tradition. A love letter to life behind the wheel of a MINI.
It did not take long for MINI Invasion to outgrow its beginnings. What started in Toronto turned into a nationwide celebration that rolled through cities, towns, racetracks, vineyards, and open landscapes across the country. Every edition felt different but familiar. That perfect mix of surprise and comfort that MINI owners adore.
In 2022, the rally evolved into MINI United. A celebration of twenty years of MINI in Canada and an embodiment of the global philosophy known as MINI BIG LOVE. A belief that individuality makes life beautiful and connection makes life meaningful. Through every edition, 7 Communications helped shape, elevate, and energize the experience, ensuring every moment felt unmistakably MINI.
Challenge
Recreating a national celebration of this scale takes more than logistics. It takes heart. MINI owners want more than an event. They want memories. They want laughter. They want the unexpected. Every province brings new possibilities and new puzzles to solve. The challenge is simple. Make every edition better than the last.
This meant:
- Finding venues that feel like MINI playgrounds
- Designing journeys that feel like adventures, not itineraries
- Surprising long-time MINIacs with fresh, spirited touches
- Creating track moments that deliver real thrills and real smiles
- Working with local communities in a way that spreads joy, not disruption
Challenge
Recreating a national celebration of this scale takes more than logistics. It takes heart. MINI owners want more than an event. They want memories. They want laughter. They want the unexpected. Every province brings new possibilities and new puzzles to solve. The challenge is simple. Make every edition better than the last.
This meant:
- Finding venues that feel like MINI playgrounds
- Designing journeys that feel like adventures, not itineraries
- Surprising long-time MINIacs with fresh, spirited touches
- Creating track moments that deliver real thrills and real smiles
- Working with local communities in a way that spreads joy, not disruption
Solution
Our approach to MINI United is inspired by the way a MINI moves through the world. Light on its feet. Bold in its choices. Overflowing with personality.
1. Immerse. We step into the region and open our senses. The people. The places. The little surprises that give a place its charm. MINI United always reflects the community that hosts it.
2. Drive. We meticulously drive the roads guests will take. We find the views that make you slow down, the curves that make you grin, and the moments that make a memory appear out of nowhere.
3. Play. The track is where MINI feels alive. We design sessions that deliver the MINI go kart feeling with real coordination, real excitement, and the kind of shared adrenaline that turns a simple lap into a great story.
4. Surprise. Every edition needs a twist. A new idea. A new creative thread. A spark that keeps the community coming back with bigger smiles and bigger expectations each time.
5. Ease. We handle every detail so guests feel only joy. Hospitality, logistics, fleet, safety, timing, production. When MINI United runs smoothly, guests feel free. That is where the magic lives.
MINI Invasion and MINI United are now part of MINI legend. A multi-year journey that has brought thousands of fans together and turned the open road into a shared celebration.
Across the country, MINI took over:
- Ottawa in 2015
- Montreal in 2017
- Prince Edward County in 2019
- Kelowna in 2022 (which was also an epic celebration of twenty years of MINI in Canada)
Across these four editions, MINI United welcomed more than two thousand one hundred and fifty people driving MINIs in full colourful formation.
Some guests traveled more than four thousand kilometres to be there. That is not attendance. That is devotion. That is MINI spirit at full charge.
Convoys painted the roads. Laughter filled parking lots. New friends met under bright skies. Owners waved at each other like old neighbours even if they had never met. The event became bigger than a drive. It became a feeling.
And that is the MINI difference. MINI does not build events. MINI builds belonging. MINI builds stories. MINI builds community on wheels.
Through creative leadership and thoughtful evolution, 7 Communications helped grow MINI Invasion into MINI United, and MINI United into a national celebration that keeps the brand young, joyful, and wonderfully unconventional.
MINI United is not just part of MINI history. It is part of MINI culture. It is the kind of tradition that brings people together. And it will keep growing, because MINI will always stand for one simple truth.
What we know firsthand is that life is more fun when you share the drive.
Core Contributors
