Cannes Lions

MINI COOPER

NAKED COMMUNICATIONS, Sydney / BMW / 2007

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Overview

Entries

Credits

Overview

Execution

MINI CHASE was created - a cops and robbers style race track situated opposite the Motor Show in Sydney’s King Street Wharf. We invited media and the public to be driven around an inner city thrill course (complete with hay bails, smoke machines, oil slick, and driven by professional stunt drivers).Importantly an installation was created at a popular restaurant/bar to act as the registration point as well as to enhance the event experience.

Outcome

MINI CHASE out performed the previous year's Motor Show presence. Sales leads increased by 177%, 5 immediate sales were made (compared to 0 the year prior). In addition 1,500 people experienced MINI CHASE, there were 70 dealer test drives and we generated more than a million dollars worth of PR.

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