With the unfortunate water issue that has occurred in Cape Town and will continue for the next few years, a lot of us are really missing out on activities that we used to do on a daily basis. We can no longer indulge in baths, do our laundry often or wash our cars. We have all been working hard at saving water and I think it is about time we all get to indulge, but not in Cape Town.
To highlight the adventurous spirit of the MINI Countryman, Mini & MullenLowe South Africa launched Water-Smart Getaways – guilt-free water adventures you’ve been dreaming of, an initiative aimed at helping Capetonians save water in the city while enjoying the water indulgences they’ve been deprived of, like having a bath, doing laundry, or taking their car for a wash.
Currently, the MINI Countryman is the best-selling MINI in South Africa. Its four-wheel drive and ruggedly handsome design make it the perfect vehicle to escape the city and go on an adventure. That’s exactly what MINI Water-Smart Getaways encourage.
Capetonians are tired of hearing about the on-going drought situation and Water-Smart Getaways provide a cheerful solution to an otherwise serious topic. Getaways are situated in ‘water-safe zones,’ just outside of Cape Town and are specially packaged for individuals’ preferences.
“We wanted to offer people a solution that left them with a smile. It sounds like a simple idea, but people don’t think about leaving the city often enough and exploring its surrounds,” says Kirk Gainsford, Chief Creative Officer at MullenLowe South Africa.
Some of the Getaways to choose from are: 10 Magnificent Hair-Washing Getaways, 7 Glorious Car-Washing Getaways, 12 Guilt-Free Laundry Load Getaways and 10 Heavenly Bath-Soaking Getaways. The MINI Countryman is the perfect motorcar for enjoying these guilt-free water adventures.
Each getaway offers an estimation of how many litres each water-related activity is saving the city. To put things into perspective, a Water-Smart Getaway weekend for two is estimated to save the city around 770 litres of water, multiply that by a couple hundred people and it’s literally saving the city bucket loads of water.
“The Water-Smart Getaways campaign is another way that MINI provides clever solutions for everyday challenges in a light-hearted, fun and creative manner. MINI is excited about this campaign, and we’re looking forward to the outcome. There’s always a good reason for a getaway,” comments Lerato Mohapi Specialist: Brand Comms. Event Marketing – MINI (MINI South Africa BMW Group South Africa)
Want to go on a Water-Smart Getaway? View them here: http://www.getaway.co.za/water-smart-getaways/
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