CLIENT: BMW GROUP RUSSIA
PROJECT: MINI COOPE LAUNCH & CONFERENCE
The most hooligan event for the most hooligan brand.
• To tell business partners about the product.
• To attract them to MINI world and turn into brand ambassadors.
• To create community.
Business program — trash urban club «Gaudi», entrance through the hole in the wall, colored barrels as indicators, dj performance during conference break, «grandpa’s corner» for brand’s history, provocative packed lunch, MINI COOPE column moving to Sorochany for the test drive, off-road, entertaining program, unusual catering: a lot of meat, dangerous axes and handsome men at work.
• Stop of employee turnover.
• More owners of MINI.
• Dealers started to spend time together, became more initiative.
• Increasing of sales.
2011: 1st place at «Silver Mercury» as «Best Realization of b2b event».Tweet