- Change targeting: MINI is suitable not only for women, but also for men
- Attract a new male target audience and win its loyalty
The concept of
At the opening of the BMW MINI Autoport dealership, we created a party for modern English gentlemen. The atmosphere of the event resembled a standard London pub: muted light, bar, light snacks, live music. It seemed that we were about to see Prince Harry himself, in jeans and with a glass of beer in his hand.
As a result, the restrained atmosphere of a closed club for the chosen presented the car MINI as something laconic, prestigious and quite worthy of men of the 21st century.
- Active targeting in facebook, vkontakte and instagram was used to attract maximum target male audiences.
- Guests were treated to mini burgers and cocktails, and on the street everyone was waiting for a food truck with a delicious Turkish shawarma from the company Durum-Durum.
- All evening, using light projection technology, guests showed their creativity - painted a life-size MINI model.
- And of course... English Bulldogs - we couldn't help but invite them!