MINI recognized that staring at a stationary car behind velvet ropes didn’t really resonate with its core target audience and needed to create an experience that would better align with its brand.
With hundreds of competitor brands in attendance, MINI was seeking to capture media attention and drive consumer buzz with a minimal promotional budget.
Prior to the activation, no other car brand had ever created an immersive experience for Sydney Motor Show attendees and a gap in the market was identified.
A unique experiential event was created to showcase the go-kart like maneuverability of the new MINI in a fun way that fit the brand and resonated with its target audience.
A custom-built stunt track was constructed across from the Motor Show featuring hairpin turns, smokescreens and stunt ramps and the public were invited to take a complimentary ride on the track with a professional stunt driver.
To raise awareness of the event in the lead up and drive consumer attendance, a special media sneak preview event was held the weekend prior to the Motor Show with journalists encouraged to bring their kids along.
25 journalists attended and all four major national TV networks ran stories on MINI CHASE. The publicity helped drive the attendance of over 2,500 people the following weekend.
The MINI Chase campaign achieved
- 70 test drives, 200 immediate dealer leads, and five on-the-spot sales made
- Over 40 pieces of coverage generating nearly 40 million media impressions
- MINI achieved more media coverage than any other exhibitor at the Sydney Motor Show
- Grew consumer database by over 3,000 people
- Nominated for a Cannes Lion award for best promotion
- The experiential approach to the Motor Show was a first in the category and adopted by numerous car brands at subsequent events.