MINI Roadster Launch

Design Indaba Launch

MINI Roadster Launched at Design Indaba on final day in front of SA’s design and advertising community. Exclusive performance by iLuminate from the USA.

Emailer

Design Indaba performance

Activation Invite

Activation Arrival

Register for the event and test drive Personalised registration. Driversand passengers get different bands to keep drivers from drinking.

Fun signs going up the stairs to the venue.

Entrance and event Glo themed.

Event

The event was held on a full moon night in CPT’s Bree Street Studio. The venue had an open roof to follow the convertible theme. A short welcome talk from MINI’s GM kicked of the event. She spoke of MINI being about fun lifestyle, making real interactions, and left out the techy car speak. Was very nice / refreshing to not get a lecture.

Event

The event was attended by online influencers, brand ambassadors, and select media. Approx 70 people attended.

Great food and drinks were served, entertainment was from popular SA band GoodLuck and Goldfish were also in attendance. A warm and fun welcome speech was given by the GM of MINI South Africa.

Guests were ushered to the test drives in groups. Drivers could not drink, guests could (colour coded bands were used)

After the test drives drinking was allowed and a taxi service was provided.

Welcome talk from the GM of MINI South Africa

Music from GoodLuck

Test drive

Approx 8 hi-spec Roadsters were used.Drives lasted approx 20 mins from thecity bowl to Camps Bay and back.

Cars drove in a loose convoy with pace cars at the front+ an emergency / pace car at the back.

Drives were done in groups stating around 6:30pm and finishing around 9.30pm.

Each car contained instructions of the course in case you got lost + a customised mix CD to help set the mood.

Event after test drives

At the end of the event there were several non-pushy casually dressed local dealership staff on hand to help with any sales inquiries or general questions.

Each attendee was given a MINI branded mini Mag Light torch + 2 brochures on the new MINI Roadster.

MINI staff also escorted attendees to their cars + they had a taxi service on hand if anyone was over the limit.

Amplification

Drives were done in groups statring around 6:30pm and finishing around 9.30pm.

Through the Hashtag #MINIYOURNIGHT the attendees tweeted reached a potential 38,007 people.

The @MINISouthAfrica account helped to amplify the message. All mentions were positive, especially after the driving.

Amplification

The campaign revolves around the MINI Facebook page and a dedicated app. Once users find 3 badges (via QR codes or links on select websites) you are entered into a final draw to win a MINI adventure TBC!

The campaign is promoted via: 1. MINI website/facebook/twitter pages, 2. Influencer Blogs and Twitter, 3. Radio, and 2 x large billboards at CPT and JHB international Airport.

Radio

Billboard QR codes

Web

Facebook

Evaluation

What works

What could be better

• Test drives and putting relevant online influencers is always a win.

• Earned PR from the events has been good through positive mentions on twitter, blogs and general word of mouth via early adopters / online influencers.

• The venue was perfectly suited for the launch, easy to get to + open roofed like the car

• Drinks, food and entertainment were spot on + having relaxed MINI sales staff on hand helped for potential purchases / general questions.

• Safety precautions were taken to stop speeding yet encourage a fun drive (i.e. MINI pace cars).

• Paid media to attract people to the campaign is working well (Web banners, radio, and billboards)

• Having the GM of sales and marketing at the event is a great touch, + her speech was not pushy and all about MINI wanting to make meaningful fun experiences.

• Use of MINI’s existing properties (eg Twitter, facebook, and the website) was used well to promote the event.

• More people could have attended / stayed longer at the drive event (was on a week night so people had work)

• The Design Indaba launch could have been better attended / publicised (Was short notice)

• Signs showing the relevant #MINIYOURNIGHT and the @MINISouthAfrica at the venue would have helped increase amplification of the event.