MINI STORE

By Adverblog on June 11, 2012 

From store to test drive in zero seconds. The idea is simple: to sell a MINI what you need is just a MINI. So why setting up an expensive retail store, when you can have ten or more mobile stores that drive around Paris and take consumers on to immediate test drives? The mobile stores can reach any location in the center of Paris, and engage consumers directly, without waiting for them to walk into brick & mortar MINI store.

Carat POV:
This is an interesting take on the retail experience from Mini. The main premise is that to sell a MINI all you need is a MINI. So rather than pushing people into dealerships, MINI had the idea to take a ‘mobile store’ to the consumers. In essence each MINI went around Paris to give test drives to potential customers, however it seems a lot more like a PR exercise than to deliver test drives as there was no social tie-in to help integrate this campaign, and drive greater exposure from an earned media perspective.