Nice project realized by Neonred (architectural design & production), wild (augmented reality), Eatmydear (3D) and me (digital cube & augmented reality concept).
SETTING:
70% of MINI Europe´s target group is based in urban regions. And in these urban regions the possible customers can be found in clearly identifiable districts & hotspots. To push the brand presence in precisely these relevant areas and to be noticed by the potential customers in the whole country we developed a flexible Pop-up Showroom that both mix offline advertising on location and online activation for the market.
OFFLINE:
We created a sophisticated but friendly open space to explore the rich brand heritage in creativity & design. The brand pillars – Creative Solutions, Design, Makers, Personality, Personalization and – of course – the history of the brand are presented in a tangible & interactive way. To experience the wide product and service range of MINI we developed an interactive cube system based on several touchscreens & video installations. A 24/7 usage helped increase the awareness.
AUGMENTED REALITY:
“Explore more corners” is MINI’s main marketing message for 2018. But exploring the unexplored with MINI does not necessarily end in the real world: We created an augmented reality area with a virtual environment where the users experience the brand identity in a playful, entertaining and unusual way.
ONLINE:
To create a smart strengthening effect we use the MINI Pop-up SPACE as a branded stage & production hub for ongoing content marketing:
Based on the brand pillars mentioned before we create a wave of Social media assets both for the channels of our cooperating partners and MINIs own channels:
- Livestreams of Fashiondesigner-Talks
- Barista-Workshops
- Meet&Greets with Social-Media Influencers on location
- Morning Yoga-Sessions
- Weekend-warm up DJ Sets
- 360 Videos of MINI testrides to hip hotspots in the city starting at the MINI Pop-up Space.
- Productvideos of new car features
- Instagram stories of quick MINI #exploremorecorners trips to hip city spots
RESULT:
On the first stop of the MINI Pop-up Space in Austria we had 8000 visitors and 700 qualified leads in one week at the location. On Social Media we generated a massiv amount of relevant content, that will be distributed in the next weeks based on a content plan. First postings generated thousands of views.