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Store

Agency: 
Published/Aired: 
June 2012
Description: 

MINI challenged DDB PARIS to find a smart way to drive more people to the MINI Stores in Paris for them to book a test drive. However, opening a new store in Paris is extremely costly, thus MINI had only 3 stores where people could experience the cars. We realized that the only thing you need to sell a MINI is a MINI itself, so we came up with a fun execution that literally transforms MINIs into… MINI Stores.

We created custom signage and transformed the MINI cars into actual stores, complete with a salesman, brochures and opening hours. People could “come in” the stores and take them for a ride, directly experiencing the best part about MINI - the car itself. We opened 10 new stores (first in Paris and now to be deployed all over France) multiplying the access points to the MINI brand and the number of test drives. Additionally, wherever we parked a MINI Store, we immediately branded the location as a MINI location – all for the price of a parking ticket. For those who really wanted to, the MINI stores were for sale themselves.

As a result, we changed the way a store should look like and added another piece to the MINI universe, creating more buying opportunities and a whole new business model that only MINI can propose.

Advertising Agency: DDB, Paris, France
Executive Creative Director: Alexandre Hervé

Copywriter / Art Director: Alexander Kalchev

Managing Director: Vincent Leorat

Account Director: Florent Depoisier

Account Executive: Paul Royer

Agency Producer: Christine Bouffort

Director of Partnerships: Guillaume Cossou

Production company: Standard Films

Director: Clemens Purner

Producer: Capucine Charbonnier


Comments (6)

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Highest Rated

karruza's picture
karruza
Activity Score 290

wow, nice concept for a car dealer!

morse's picture
morse
Activity Score 17364

This looks like fun.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

kleenex's picture
kleenex
Activity Score 43493

I like.

patUDAY's picture
patUDAY
Activity Score 436

I like fun.

UDAYpatwardhan@+91 22 98206 54722

kalpesh78's picture
kalpesh78
Activity Score 2578

love it.

ideas....30 minutes nahi toh free.

kgeiger's picture
kgeiger
Activity Score 7287

Nice

karruza's picture
karruza
Activity Score 290

wow, nice concept for a car dealer!

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