Every model in the five-car line-up needed to be celebrated as an individual, but also united under the “Who’s In” brand attitude. So, how better to achieve these objectives than to hit the road? Just like the MINI range, everyone has their own story and every town has a tale to tell, and with the MINI Tour we explored the UK through the eyes of our country’s hidden innovators – the people who really drive change.
We created a UK roadshow that delivered an authentically MINI experience. Taking place at the most popular shopping centres across the country, our events embraced individuality, drew a crowd with the unexpected and allowed people to experience the unique personality of each of the MINI models.
In the run-up to each event, we connected with big personalities in the local area who were MINI brand advocates. They told us all about themselves, their home towns and how their passion reflected the “Who’s In” spirit. We got to know people from buckets and spades to being little in locations from Southampton to Glasgow and they helped to drive a huge amount of interest and engagement with the MINI event in advance of the weekly events.
657 PRODUCT DEMONSTRATIONS ACROSS THE MINI RANGE,
900 LEADS GENERATED AND 7,368 PEOPLE TREATED
TO A LIVE PERFORMANCE FROM DUKE.
WE ALSO ACHIEVED SOME IMPRESSIVE AMPLIFICATION THROUGH SOCIAL MEDIA WITH A TOTAL OF 11,910,596 IMPRESSIONS
Here’s how to find us. Let us know you’re coming and we’ll pop the kettle on.GET IN TOUCH