We knew there had to be a more “MINI” way of bringing the brand to life than through a traditional static Motor Show format. In order to increase sales leads and direct sales we wanted to give our target audience a taste of what owning a MINI would be like by actually getting them in the car. Hence the idea was born… “Set MINI free from the velvet ropes, and let people have an amazing MINI experience.”

MINI CHASE generated an increase in leads from 2005 of 177%. Most importantly it delivered what previous years had not - 5 immediate sales. In addition 1,500 people experienced MINI CHASE, there were 70 dealer test drives and we generated more than a millions dollars worth of PR.The dealer network was the most important stakeholders in the promotion. Taking MINI out of the Motor Show was a perceived risk for the dealers. Big risk can often lead to big rewards – this was the case for MINI CHASE. The event was the perfect platform to turn interest into sales.

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 enhance the event experience.

Partnerships were formed with key brands to drive awareness for the activity. All partners extended “invitations” to their cliental to the event.

The best way to get people excited about a car is to allow them to experience it. Employing professionals racing drivers ensured that participants enjoyed a dynamic brand experience that they would share with others. The fact that we delivered an exciting experience meant people actually sought out MINI CHASE rather than us having to thrust it upon them. The exciting nature of the activation was also the reason that media coverage was so extensive.

By using a bar as the base we encouraged dwelling and increased the opportunity for lead generation and sales.