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.
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
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