"Maximise the experience - Focus on the essential": The new orientation of the MINI brand is clear, reduced and oriented to the characteristic design and idea of the MINI models. "Discover MINI" ("Entdecke MINI") makes this new orientation tangible for all the senses by enabling visitors to experience the brand at eye level throughout Germany with its temporary urban platforms and by inviting them to maximum driving experiences.
Everything is different on the "Discover MINI" Tour
- Germany-wide Test Drive Tour of the new MINI models
- 2017: 26 tour stops with 49 vehicles
- 2018: 39 tour stops with 36 vehicles
- Implementation as lead agency: overall concept, tour planning, design and implementation of the roadshow format
- Development and implementation of the central registration and booking tool for participants and traders
- Design and production of the mobile "DISCOVER MINI" lofts as a scalable event kit
A mobile loft becomes an urban space: Here visitors can experience the new MINI models in an authentic way and test drive them - no matter where. It serves as a central point of contact where participants, the brand and other MINI drivers can get to know each other in a relaxed manner.
Via a comprehensive, sophisticated online platform, dealers can reserve event modules and participants can book test drives at the same time.
We have been supporting the reorientation of the MINI brand for some time now - for example in the areas of CRM, events and digital communication. Here we bring all areas together now. This is exciting, of course, but at the same time it also shows the new power that a brand can develop as a result.