With the British International Motor Show's new live format, Mini UK was afforded the chance to platform the launch of its Convertible model as well as providing owners with a treat linked to the launch of their own club, The Ministry of Ownership.
Agency, TRO built a 4,500sqm show arena incorporating a performance space and 1,000 seats. Seven-minute stunt shows were staged every hour throughout the show. A sequence of 250 lights and special effects added to the drama.
A first-floor private lounge for Mini owners complemented the experience.
Built above the main stand, owners were afforded a view of the show and the halls. The area sought to reflect the quirky style of the owners' website with a trendy urban lounge bar.
The Mini Open Air Theatre, Ministry of Ownership and Mini stand took ten days to build with more than 40 crew working on the project.
All 89,357 visitors to the shows had their existing perceptions of the brand reinforced and enhanced by the experience. Mini's target had been to sell 6,500 convertibles in 2004. Within six weeks of the campaign starting, 9,000 orders had been received.
SILVER - Thunderbirds Powered by Ford
Agency Imagination needed to create an entertaining and engaging experience for Ford that would tie in with the Thunderbirds film and reach the family target audience.
The 7,400sqm experience was a recreation of Tracy Island, with an 840sqm blue lagoon and sandy beach. The feature comprised 11 Thunderbirds zones showcasing Ford technology, products and messages. A 25-minute live action show with stunts and effects entertained the crowds.
Approximately 300,000 guests visited the stand and it attracted local and national press coverage.
GOLD Agency: TRO Client: Mini UK Feature: Mini At The Motorshow Key Suppliers: Stage One; Essential Lighting; Delta Sound SILVER Agency: Imagination Client: The Ford Motor Company Feature: Thunderbirds Powered by Ford FINALISTS Agency: Haymarket Exhibitions Feature: Autosport International Agency: National Boatshows Feature: Southampton Boat Show Agency: TRO Client: BSM Feature: BSM Driving Experience