BABCOCK


MINI VILLAGEBROUGHT TOLIFE IN#MINIVILLE19


THE CHALLENGE

To deliver the most engaging delegate event ever for MINI salespeople, focusing on the launch of new models, most notably the MINI ELECTRIC

APPROACH

How do you deliver an all-consuming event for 700 MINI delegates in a 28,000 square feet hanger? Our solution was to create an entire MINI urban village

A 70m tree lined roadside expanded the whole length of the hanger, separated by a pelican crossing and traffic lights, flanked by 48 sheet billboards, industrial brick arched units and a roadside café, with a street food inspired menu.

The urban village cleverly became the interactive training centre for the launch of the new MINI range. A MINI electric zone, complete with charging point and flagship vehicle doubled up as an open plan training classroom created out of a shipping container. We even built a fully lawned ‘Clubman Fields’ tepee zone to support the adventurer inspired nature of the new MINI Clubman.

Almost everything became interactive; powered through our purpose-built app, creating a dedicated all-consuming learning zone within a remarkably exciting setting. Say hello to the 8-day event that is MINIVILLE

OUTCOME

  • 5k App engagements
  • 6k user contributions
  • 4,902 social engagements across delegate posts:

“A really cool event, so engaging and an amazing environment to learn in”

“Superb event, keeping with the fun feel of the MINI brand”

“The best product learning event we’ve attended by far”

THE POWER OF  

Want to know more? To read the full case study please get in touch.
There’s really no limit to what we can achieve together.