International MINI Dealer Experience

Strategic storytelling 

5,000 visitors from 36 countries were invited to the port city within a seven-week period to meet the latest MINI models. Dealers, partners, sales experts and press representatives had the opportunity to immerse themselves in the world of MINI and discover the future of mobility for themselves at the Schiecentrale event location and a specially created Container City. As part of the design team, we were responsible for the media product presentations. Both educational and entertaining, they were all designed with the aim of getting the specialist audience involved in the experience. Our idea was to communicate the overarching brand strategy and vision for the future, as well as the design language and technical features, in an informal and emotional way and to get the target audience excited about the brand and the vehicles.

We also used interactive animation elements to liven up the specialist workshops and demonstrate how the facts and functions of each model can be presented in a compact, playful and engaging way.

Turning facts into emotions 

To communicate the MINI portfolio in an appealing way, we first held intensive discussions with all the product experts to identify the essence of the individual themes for each model. Translated into explanatory videos, 360° animations or short clips, the result was not only entertaining presentations, but also tongue-in-cheek stories that made participants look forward to driving the real MINI. As strategic consultants, we also coached the speakers, wrote scripts and storylines, and developed consistent narratives with added value in the process.

3D-generated visions of the future  

In the MINI Studios housed in a separate container guests of the dealer event were able to explore the brand themes of “Collaborations”, “Accessories”, “Uncharted” and “Toolbox” which complemented the workshops. In the interests of sustainability, an existing exhibit we had developed was used and adapted to the new conditions. The audience had the opportunity to activate one of the four themes with a robot-controlled token: When the puck hit the large-format LED wall, a clip was triggered which served as a starting point for the presenter to dive into the topic and initiate a team discussion. To conjure up images in the minds of the participants, we designed freely interpreted and therefore unique 3D worlds for these clips, which were colourful and bold and encouraged further discussion.

Holistic brand experience 

With our claim to transform complex topics into attractive content, coupled with our passion for the triad of design, technology and innovation as well as our content-related consulting expertise, we ultimately turned the International MINI Dealer Experience 2024 into a holistic experience. The IMDE was meticulously planned down to the last detail, aligned with the target group and, thanks to the close cooperation of all those involved, became an impressive and unforgettable event.