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Nomination: B est cultural or musical event, May , 2013. « No tank can scary Mini ». Task / goal : . - T o create a concept that displays the character and style of the car ; - T o supporto strategico and strengthen the high image of « Mini Cooper »;

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Nomination:

Best cultural or musical event,

May, 2013

«No tank can scary Mini»


Task / goal:

  • - To create a conceptthatdisplaysthecharacterandstyleofthecar;

  • - To supportostrategicoandstrengthenthehighimageof «MiniCooper»;

  • - Unite Miniclubsinthe CIS andtocelebratethebirthdayoftheclub.


You will not grasp it with your mind,

Or cover with your common label:

For Mini is one of a kind -

Believe in it if you are able.

Concept:

Nomatterwhoyouare. «MINI» acceptsyou, whatyouare.

Nomatterwhoyouare. «MINI» acceptsyou, whatyouare. MINI - isyourfriend; MINI – has one face, buthisemotionsmaybevarious;MINI - carthat is able to fit all your needs, suitdifferentpeopleandhelpsyoutorevealyourself.

To implementtheabove-mentionedconceptwedecidedtoarrangetherallyanditsfinalchordwouldbeaninstallation, showingcharacterandstyleof «MiniCooper».


Plan:

  • Havingdefinedthe concept, westartedtowork.

  • Much efforts were made for collaboration with mass media.

  • Tostirupinteresttotheevent, during 3 monththere was a constant communicationamongthe MINI clubsfromRussia, Ukraine, BalticStatesandEurope.


Plan:

Invitation:

  • Wedesigneduniquevideocontent and installation for opening ceremony.

  • The most troublesome moments were performance itself and its night rehearsals.

  • That is worth the effort!


Difficulties:

  • Thisprojectrequired a carefulandcoordinatedworkwithgovernmentalauthorities. Forexample, to block Minskringmotorway.

  • Itwasnecessarytoorganize a communicationbetweenthecars (ineachcartherewas a radiostation).

  • Openingceremonyoftheeventtookplacein a busyplace, locatednearthehostel, itwasnecessarytoavoidstrangers on the territory andanyconflictissues.


Implementation:

Justimagine: a rushhour, Ringroad ... better say blockedRingroadwith 200 glassedmodelsof MINI withfullmake-up. The owners of other car brands watched the string pass by.

That’sthewayhowoureventand MINI car run started.

Video: http://www.youtube.com/watch?feature=player_embedded&v=9EZqQjP2Fqc

Video: http://www.ctv.by/novosti-minska-i-minskoy-oblasti/pochti-sotnya-avtomobiley-marki-mini-sobralas-na-ezhegodnyy-slet-v


Implementation:

A tour round Minsk, ticker-tapeparade, bynomeansallthisis«MINI» style. Moreover, alltheguestsarrivein a completelydifferentplace.

Thehigh point oftheentireevent - aninstallation, thatrevealsourideaandshowsthat«MiniCooper» - complementanycharacter.


Realization:

idea

Realization


Efficiency. Results.

  • «MiniCooper» dealerwasstruckbyourinstallationandtheideathathedecidedtouseitonthepresentationofthenew BMW brandinBerlin;

  • Morethan 500 peoplesawtheevent.

  • «MiniCooper» communitywas arguing hotly. Aftertheevent, everyonewhomanagedtoseetheeventwereveryexcited. 


Efficiency. Results.

  • - An importantrolewasgiventointernational spirit -Russia , UkraineandtheBalticstatesandeventheguestsfromnon –CIS countriestookpartintheevent;

  • - BlockedMinskringhighwayshowsthelevelofEventanditssignificance;

  • - InMoscoworSt. Petersburgnosuchaneventhaseverbeenorganized. Thus, itseemsthatweallmade a bigstepforward;

  • - Weinvented a specialcharacterfortheMiniCooper

  • family: it’s a realMiniMen,whowaseagertohelpevery

  • familymember;

  • - Allthishasbecomeanimportanteventinthebig

  • «MiniCooper» family


Пресс-материалы, благодарственные письма:

  • Theeventhasbeenmentionedinnumerousarticles, reviewsandreports (includingthemain TV channel).

  • http://auto.tut.by/news/road/347118.html

  • http://www.ctv.by/novosti-minska-i-minskoy-oblasti/pochti-sotnya-avtomobiley-marki-mini-sobralas-na-ezhegodnyy-slet-v

  • http://www.youtube.com/watch?feature=player_embedded&v=9EZqQjP2Fqc

  • http://www.youtube.com/watch?feature=player_embedded&v=jZIPDpV5Tfg

  • http://www.youtube.com/watch?v=DXvQn0E5yXg


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