Extensive consumer research gave us insights into what motivated the MINI Hatch buyer – it was not their age but their attitude; it was not the product, but the idea behind the MINI brand that resonated.
This audience wanted to belong to something meaningful – something bigger that shaped culture. They wanted to express their individuality, be authentically original, and break conventional rules. We called it their ‘inner MINI’.
Mass media would be wallpaper/background noise to them. We had to find a cool experience to get them involved in, but one that also changed the rules.
The central media idea involved creating a platform that gave this audience the freedom to express themselves and release their ‘inner MINI’.
We chose music as the platform but instead of choosing/listening/watching music (quite passive) we focused on dance as the most active expression of engaging with music. The combination of music and dance would be very expressive, highly individual and desirable, and offer rich engagement opportunities.
Vizeum, in partnership with VICE, curated and designed a unique branded experience, featuring a custom-built dance floor made from 265 LED tiles modelled on the MINI’s centre console and the MINI winged logo.
Each tile would light up based on tactile pressure from dancers’ unique movements and the bespoke soundtracks created by famous DJs, putting the dancers at the heart of the experience as they expressed their ‘inner MINI’.
MINI was front and centre – guests were greeted by the new MINI upon entry, spending time in the cars and experience its new features, recording their most audacious dance move stories on a built-in iPad, which was uploaded to Facebook to share.
As a cool momento, professional photo booths with card-making facilities gave attendees a unique MINI VIP card with their photo, giving them access to future MINI events and priority access to a MINI test drive at their local dealership.
To build social talkability of the event, we created a video clip of a dance-off on our interactive dance floor, featuring some of Australia’s most well-known dancers strutting to Anna Lunoe’s tracks, and seeded in key lifestyle channels and amplified across Facebook, Instagram, Twitter and other media networks.