A marketing campaign for a very small car grabbed hold of the imagination of millions of vehicle owners in a very big way for the 2010 FIFA World Cup. South Africans enthusiastically embraced a campaign, initially driven by MINI, to place the South African flag on the side-mirrors of their vehicles. Karen Valle, GM of MINI South Africa, talks to me about how the 6 Colours to Stand By campaign came about, and how it snowballed into one of the defining images of SA unity during this world cup.

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