To launch the Clubman at the IAA (International Motorshow) in Frankfurt MINI commissioned a guerilla marketing campaign. The solution: The Other MINI becomes The Other Disco. Due to its unique door conception with the 'Clubdoor' at the side and the 'Splitdoor' at the rear, the Clubman provides space for both a turntable set and public attention with a full P.A. system. The car featured a one-of-a-kind design with strobe lights and a disco ball.

It fuelled attention on the streets of Frankfurt which was converted to useful PR through promotional flyers distributed on location.