«No tank can scary Mini»

Nomination: Best cultural or musical event,

May, 2013

Task / goal:

- To create a concept that displays the character and style of the car;

- To supporto strategico and strengthen the high image of «Mini Cooper»;

- Unite Mini clubs in the CIS and to celebrate the birthday of the club.

Concept:

No matter who you are. «MINI» accepts you, what you are. No matter who you are. «MINI» accepts you, what you are. MINI - is your friend; MINI – has one face, but his emotions may be various;MINI - car that is able to fit all your needs, suit different people and helps you to reveal yourself. To implement the above-mentioned concept we decided to arrange the rally and its final chord would be an installation, showing character and style of «Mini Cooper».

You will not grasp it with your mind,Or cover with your common label:

For Mini is one of a kind -Believe in it if you are able.

Plan:

Having defined the concept, we started to work.

• Much efforts were made for collaboration with mass media.

• To stir up interest to the event, during 3 month there was a constant communication among the MINI clubs from Russia, Ukraine, Baltic States and Europe.

Plan:

• We designed unique video content and installation for opening ceremony.

• The most troublesome moments were performance itself and its night rehearsals.

That is worth the effort!

Invitation:

Difficulties :

• This project required a careful and coordinated work with governmental authorities. For example, to block Minsk ring motorway.

• It was necessary to organize a communication between the cars (in each car there was a radio station).

• Opening ceremony of the event took place in a busy place, located near the hostel, it was necessary to avoid strangers on the territory and any conflict issues.

Implementation:

Just imagine: a rush hour, Ring road ... better say blocked Ring road with 200 glassed models of MINI with full make-up. The owners of other car brands watched the string pass by.

That’s the way how our event and MINI car run started.

Video: http://www.youtube.com/watch?feature=player_embedded&v=9EZqQjP2Fqc

Video: http://www.ctv.by/novosti-minska-i-minskoy-oblasti/pochti-sotnya-avtomobiley-marki-mini-sobralas-na-ezhegodnyy-slet-v

Implementation:

A tour round Minsk, ticker-tape parade, by no means all this is «MINI» style. Moreover, all the guests arrive in a completely different place.

The high point of the entire event - an installation, that reveals our idea and shows that «Mini Cooper» - complement any character.

Realization:

idea Realization

Efficiency. Results.

• «Mini Cooper» dealer was struck by our installation and the idea that he decided to use it on the presentation of the new BMW brand in Berlin;

• More than 500 people saw the event.

• «Mini Cooper» community was arguing hotly. After the event, everyone who managed to see the event were very excited.

- An important role was given to international spirit -Russia , Ukraine and the Baltic states and even the guests from non –CIS countries took part in the event;

- Blocked Minsk ring highway shows the level of Event and its significance ;

- In Moscow or St. Petersburg no such an event has ever been organized. Thus, it seems that we all made a big step forward;

- We invented a special character for the Mini Cooper family: it’s a real Mini Men, who was eager to help every family member;

- All this has become an important event in the big «Mini Cooper» family

Efficiency. Results.

Пресс-материалы, благодарственные письма:

The event has been mentioned in numerous articles, reviews and reports (including the main TV channel).

• http://auto.tut.by/news/road/347118.html

• http://www.ctv.by/novosti-minska-i-minskoy-oblasti/pochti-sotnya-avtomobiley-marki-mini-sobralas-na-ezhegodnyy-slet-v

• http://www.youtube.com/watch?feature=player_embedded&v=9EZqQjP2Fqc

• http://www.youtube.com/watch?feature=player_embedded&v=jZIPDpV5Tfg

• http://www.youtube.com/watch?v=DXvQn0E5yXg