REVEALING THE NEW MINI CLUBMAN TO THE WORLD

Generating sales leads and test drive sign-ups with a unique closed-room experience.

  1. Creating the first preview events in the UK, before the world premiere
  2. Introducing the new model and new MINI CI to over 650 guests in nine cities
  3. Overseeing every detail from event management and build, to design, digital and film
  4. Developing a bespoke delegate registration site and a tailored eCRM campaign

translate

MINI UK wanted to launch the new MINI Clubman in the UK and generate sales and test-drive enquiries in major cities – all ahead of the planned global launch.

create

We designed an innovative retail roadshow that introduced customers to the new MINI, created an immersive closed-door experience and brought the brand to life in nine premium locations.

activate

Over nine weeks, we took our customised MINI Clubman container to the UK’s coolest urban venues – from Shoreditch Studios to Edinburgh Corn Exchange – taking care of everything from event management to post-event comms along the way.

evaluate

The roadshow travelled 21,948 miles across four countries, from country fairs and motor shows to shopping centres, zoos and even an air show – with four roadshows happening simultaneously on one occasion.

“Launching a new MINI before the global premiere was a real coup. Our innovative solution encompassed every stage, from event management to eCRM, and brought the brand to the coolest corners of the UK.”

Ben Kostrzewa, Senior Production Manager, We are Vista

650
Previewing the new model to 650 guests, ahead of the world premiere
9
Spreading the word at nine unmissable experiences across 9 UK cities
2
Delivering two premium events a day in landmark locations