Check it out: Major speed in a Mini package

Mini attempts to prove the speed of its new performance model with a display at Yonge-Dundas Square.

BMW’s Mini brand hopes it can convince potential drivers of the performance and speed of its new three-door model by showing it to them live and in person.

Anomaly Toronto, Mini’s agency of record, has put two of its John Cooper Works models up on sprinters blocks at Yonge-Dundas Square in Toronto as part of a two-day activation that launched yesterday, while a nearby sign promotes how it can go from zero to 100 km/hr in just over six seconds.

“In the track and field world, sprinters are the top-performing athletes, so we thought it was a great way to position this new model for us and show its prowess,” says Steve Ambeau, national brand communications manager for Mini at BMW Canada. “Hopefully this is enough of a teaser to get people into the dealership to prove the speed for themselves. I think Mini, more than any other vehicle, you need to get a butt in the seat to really feel the performance.”

Mini says the new JCW version of its three-door vehicle is the fastest production model it has ever released. BMW acquired John Cooper Works, a company named for legendary British racecar maker John Cooper, in 2008 to exclusively produce parts for the Mini. It was from the car maker that the “Mini Cooper” name was derived, and the activation hopes to acknowledge Mini’s roots in performance vehicles.

“I don’t know if the awareness is out there for the racing heritage and success Mini has had in the racing world dating back to Monte Carlo rallies in the 1960s,” Ambeau says. “The John Cooper name and this activation is a tip of our hat to that to hopefully get some awareness out around that.”