Mini appoints Vista to deliver retail roadshow

Agency Vista will deliver a nationwide roadshow for automotive brand Mini to promote its Mini Clubman car.

Mini appoints Vista to deliver retail roadshow
Mini appoints Vista to deliver retail roadshow

The Mini Clubman roadshow aims to engage potential new customers and to drive footfall to local dealerships for test drives and sales conversions. 

As part of the tour, the car will be showcased on high streets, in shopping centres and at outdoor events. Vista has designed and built two activations, one for indoor use and the second for outdoor public spaces. Both designs offer customers 360-degree views around the car, inviting potential customers to get inside for a photograph. 

A customised shipping container is being used for the outdoor pop-up activation, with hydraulic sides of the container opening up into an experiential product stand. The indoor pop-up activation is a free-standing experiential product stand, with seating for customers and mechanics to drive data capture. 

The activations are surrounded by interactive brand-led environments with Mini car configurators and displays that tell the Mini Clubman story. 

James Wilkins, managing director of Vista, said: "Delivering the retail roadshow for Mini is a privilege. It challenged the team to create something unique for the brand and we’re looking forward to seeing the results."

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