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.
A headline-grabbing brand experience was needed for the event that effectively reflected the creative for the car launch.
Marketing communications agency, TRO built a 4,500sqm show arena incorporating a performance space and 1,000 seats. Every hour throughout the Motor Show, a seven-minute stunt show was performed - 99 in total.
A sequence of 250 lights and special effects added to the drama. For the grand finale a Mini Convertible performed a jump across a 5m gap.
A first-floor private lounge for Mini owners complemented the experience.
Built above the main stand with a view of the stunt show and surrounding exhibition halls. The hospitality 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.
All 89,357 visitors to the show had their perceptions of the brand reinforced by the experience. Mini's target had been to sell 6,500 convertibles in 2004. Within six weeks of the campaign more than 9,000 orders had been received.
Autocar magazine rated the Mini experience as one of the top show highlights.