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AGMC, the official importer of BMW Group vehicles for Dubai, Sharjah, and the Northern Emirates, recently launched The MINI Things DXB, a campaign that challenged MINI lovers to highlight some of the most unique and undiscovered places across the city. 

Whether being a favourite restaurant, a historic landmark, or somewhere off the beaten track – the fun-loving brand reminded people about the beauty of where we live, encouraging those to create new and exciting memories whilst exploring every corner.

Friends of MINI, including Wonho Chung, Naomi Dsouza, Sadaf Khan, Sonia Truszkowski, Walid Yari, and Amir Deleon, took their followers to some stellar destinations and brought the campaign to life under the Instagram hashtag #TheMINIThingsDXB.

Each location showcased the city’s rich culture and most picturesque landscapes, including eclectic eateries such as Arabian Tea House and SEVA Table, Dubai’s stunning Half Desert Road, picturesque landscapes of Hatta and the beautiful desert Oasis, Al Qudra Lakes.

As we embark on the New Year, MINI AGMC invites MINI friends to follow the campaign on Instagram at #TheMINIThingsDXB to help the wider community and travellers alike uncover some of Dubai’s most secret treasures, whilst using the same hashtag.

Participants also had the chance to test drive several MINI models, including the new MINI Countryman – a true adventurer. Each participant captured unique and innovative content, letting their followers know why their chosen location was special and the warming story behind it.  

Ayhan Olcer, CEO of AGMC, says, “MINI is such a fun and exciting brand, thus we couldn’t think of a better campaign to help us rediscover the places that bring us joy. Coinciding with the launch of the latest MINI Countryman, known as the adventurer, we sought out to challenge friends of MINI by asking them to think outside the box.”

“Under the hashtag, #TheMINIThingsDXB, Dubai based influencers compiled a bespoke city guide, unveiling some of the town’s hidden gems. It was extremely exciting to host this campaign and follow the participants as they helped us get more acquainted with the city and all it has to offer.”