We were delighted to get behind the wheel of an immersive brand experience for Mini.
Fully immersive urban ‘brand’ village
Responding to a challenging brief of bringing the Mini brand to life for a unique training experience, we created a fully immersive urban ‘brand’ village. We created event zones to form an innovative and absorbing product-based training area that was all tailored to the features of the new Mini range.
8 key event zones
Our ‘Miniville’ build was not only visually stunning but ensure the delivery of the training could be undertaken effectively and impressively.
The build compromised of eight key areas including a Street Food Festival a heritage styled Mini museum and of course a Miniville racetrack where delegates could put themselves in the driving seat.
Innovative and absorbing product-based training
”What a really cool event, so engaging, and a cool environment to learn in.”
Driving forwards together
5 tailored training groups per day
8 day event
8 live event days with 658 participants in total
Takeover of a 27,830 sq ft event space
Going the extra mile
70m of new road laid for the event
Social Media Engagement
239 uses of the #Minivill319 hashtag
A team of event managers delivering an end-to-end service throughout from concept to delivery.