The challenge here was to promote the relaunch of MINI Countryman effectively by designing an out of the ordinary test drive event.  We organized the event by combining two types of test drives.  For the exclusive test drive, we offered to well known fashion bloggers & journalists, the chance to spend driving time with the new MINI Clubman. Throughout the test drive they had stop over to get a special vintage style treatment, in “1900 barber shop” and get a trendy though vintage hat by “Giorgio Hatter”! 

For the product placement and scenic test drives, two spots in Golden Hall & Med Cosmos (Thes/niki), were selected where guests had the opportunity to experience the new model and book a test drive. The event resulted in 550 contacts and 147 premium test drives