Driving brand engagement with an immersive experience for Mini.
Under the bright lights of a custom-built urban village, we brought the Mini brand to life with Miniville – a fully immersive training environment that let delegates step into the world of the new Mini range and learn through hands-on, high-impact experience.
The brief (in brief).
Mini needed a dynamic, memorable training environment that could showcase the features of their new vehicle range while engaging participants in an environment that embodied their brand’s character—energetic, contemporary, and playful. The brief called for something far beyond a standard training room: an immersive brand experience that was informative, interactive, and full of creative detail.
Our approach.
We answered the challenge by designing and delivering a fully immersive “brand village” named Miniville. This urban-themed environment featured eight distinct zones—such as a Street Food Festival, a heritage-inspired Mini museum, and a race-track where delegates became drivers.
Each environment was crafted to deliver engaging, product-based training with visual flair and experiential impact. Over eight event days, our event management team oversaw all logistics from concept to execution, ensuring a seamless and memorable experience for each of the distinct training groups.
The important stuff.
Miniville brought Mini’s brand ethos to life, transforming product training into a lively, immersive story. Participants were captivated by the creativity, energized by the hands-on format, and left equipped with a strong connection to the brand and vehicles.
app engagements
total delegates participated across 8 event days
event space taken over and branded as Miniville.
uses of the hashtag #Miniville19, with 4,902 social engagements.
“What a really cool event—so engaging, and a cool environment to learn in.”
Miniville delegate