Brief

Communicate the MINI Countryman’s dynamic space and town-and-country attributes.

Solution

• A rigorous profiling exercise resulted in a target customer plus 3 friends being invited on a unique ride-and-drive experience
• Guests were taken on a city/country journey through multiple venues: from underground city parking garage to sweeping rural garden and back to urban rooftop club 
• Multisensory experiences included MINI cube projection, ‘surprise’ vehicle reveal, interactive floor projections, gourmet picnic, rooftop cocktails,
• Performances by MINI ambassadors Goldfish and Euphonic

Result

Most tweeted MINI event to date