The MINI Store
From store to test drive in zero seconds. The idea is simple: to sell a MINI what you need is just a MINI. So why setting up an expensive retail store, when you can have ten or more mobile stores that drive around Paris and take consumers on to immediate test drives? The mobile stores can reach any location in the center of Paris, and engage consumers directly, without waiting for them to walk into brick & mortar MINI store.
The video case-study is fun and definitely a plus in the telling the story of a good activation. However I don’t know if you feel the same, but there is one thing I’m totally missing: the social media connection. Why can’t you book a test drive through Facebook or with a tweet? How am I supposed to find the car in a huge city like Paris?
Volkswagen and other brands already created similar projects in the past, where the entire concept was built around social. Honestly, in 2012, this looks like a huge miss that could have transformed a good ambient idea in a great integrated activation.