The New MINI The New Original

The event that drives you back to the original 1960’s Carnaby Street

LAUNCH EVENT

Challenge

The world’s most successful small premium car brand is bringing a small piece of the MINI world to life with urban-themed stand for the launch of the MINI Paceman., entitled “Design with Bite”

Idea

Imosion Creative was tasked to activate the ‘Design with Bite’ platform in a digital experience for a 6-country roadshow. True to the brand’s experiential marketing roots, the digital drawing art table brought together the creativity and playfulness of MINI helping customers get a feel for design, and highlights of the urban inspired positioning of the new MINI Paceman. Guest visitors became artists using our digital drawing art table, where guests got to design their own MINI Paceman using a custom made pen with a variety of art tools. Guests saved their creations and shared them online.

Impact

Guest participation was quite high with on average 20% of guest visitors participating and uploading.