MINI PACEMAN LOUNCH

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CLIENT: MINI RUSSIA
PROJECT: MINI PACEMAN LOUNCH
VENUE: MOSCOW, «FLACON» DESIGN-FACTORY
DATE: MARCH 28, 2013

TARGET
• Propose bright and unusual launch event concept for MINI Paceman. The party must become the desired event and deliver the positioning of new MIMI Paceman to the opinion leaders and potential users: city car for the successful creative men.
• Create an event that would be highly discussed among people, media, blogs and social networks.
• Stimulate registration to the test drive.

SOLUTION
The agency proposed the format that is unusual for this kind of events — bachelors’ home party at Flacon Loft that turned into trendy bachelor’s studio flat.

Zones:
• Entrance with grumpy «babushkas» as concierges who welcomed and registered the guests.
• Kitchen with long cooking desk and tasty burgers.
• Library where the bookshelves with books from Nekrasov’s Library formed MINI logo.
• Sleeping room with king-size bed and half naked girl projected on it.
• Game zone with table games: football, hockey and ping pong.
• Cloakroom full of trendy brand clothes where Chop Chop and FauxPas people worked.
• Karaoke bathroom.
• Guest room with MINI-shaped sofa.

The artists entered through the front door and joined the guests:
• DJ Denis Rusakov.
• Cool chef of «Sisters Grimm».
• Go-go girls in pin up style.
• Chop Chop studio stylists.
• FauxPas tattoo masters.
• Beatboxer Vakhtang.
• MINI Paceman.
• Headliner: The Pigeon Detectives.
• DJ Mark Schedrin.

The party host, MINI Paceman, drove in accompanied by Vakhtang’s beatboxing and mixed in with their claxons. After this cool presentation the guests enjoyed The Pigeon Detectives nominated as «Best New Act» by Q Awards.

RESULT
• Planned 500 guests turned into 1500.
• 300 guests registered for the test drive at the event.
• 35 journalists from 25 top media: «Dozhd», RBC-TV, Hello!, In Style Magazine, GQ, Playboy, ELLE — to name but a few.
• The guests: Konstantin Kryukov, Daniil Strakhov, Egor Druzhinin, Yaroslav Maly, Antonina Shapovalova and many others.

2013: the project was ranked the 1st for «Best Realization of B2C event» at «Silver Mercury».

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