A short overview of what I have seen of the new MINI roadster launch in South Africa. p.s. Great car, if you can get a chance to test drive one, do it. For more info see http://www.mini.co.za

1. MINI Roadster Launch

2. Design Indaba Launch Emailer
Design Indaba performance
MINI Roadster Launched at Design Indaba on final day in front of SA’s design and advertising
community. Exclusive performance by iLuminate from the USA.

3. Activation Invite

4. Activation Arrival
Register for the event and test drive Personalised registration. Drivers
and passengers get different bands
to keep drivers from drinking.
Fun signs going up the stairs to
Entrance and event Glo themed.
the venue.

5. Event
The event was held on a full moon night in CPT’s Bree Street Studio. The venue had an open
roof to follow the convertible theme. A short welcome talk from MINI’s GM kicked of the event.
She spoke of MINI being about fun lifestyle, making real interactions, and left out the techy car
speak. Was very nice / refreshing to not get a lecture.

6. Event
The event was attended by online influencers, brand
ambassadors, and select media. Approx 70 people attended.
Great food and drinks were served, entertainment was from
popular SA band GoodLuck and Goldfish were also in
attendance. A warm and fun welcome speech was given by the
GM of MINI South Africa.
Guests were ushered to the test drives in groups. Drivers could
not drink, guests could (colour coded bands were used)
Welcome talk
from the GM of Music from GoodLuck After the test drives drinking was allowed and a taxi service was
MINI South Africa provided.

7. Test drive
Approx 8 hi-spec Roadsters were used. Cars drove in a loose convoy with pace cars at the front
Drives lasted approx 20 mins from the + an emergency / pace car at the back.
city bowl to Camps Bay and back.
Drives were done in groups Each car contained instructions of the course in
stating around 6:30pm and case you got lost + a customised mix CD to help
finishing around 9.30pm. set the mood.

8. Event after test drives
At the end of the event there were several non-pushy casually dressed local dealership staff on
hand to help with any sales inquiries or general questions.
Each attendee was given a MINI branded mini Mag Light torch + 2 brochures on the new MINI
Roadster.
MINI staff also escorted attendees to their cars + they had a taxi service on hand if anyone was
over the limit.

9. Amplification
Through the Hashtag #MINIYOURNIGHT the attendees
tweeted reached a potential 38,007 people.
Drives were done in groups
statring around 6:30pm and
The @MINISouthAfrica account helped to amplify the
finishing around 9.30pm.
message.
All mentions were positive, especially after the driving.

10. Amplification
Web
Facebook
Billboard QR codes
The campaign revolves around the MINI Facebook page and a dedicated
app. Once users find 3 badges (via QR codes or links on select websites)
you are entered into a final draw to win a MINI adventure TBC!
Radio
The campaign is promoted via: 1. MINI website/facebook/twitter pages, 2.
Influencer Blogs and Twitter, 3. Radio, and 2 x large billboards at CPT and
JHB international Airport.

12. What works
• Test drives and putting relevant online influencers is always a win.
• Earned PR from the events has been good through positive mentions on twitter, blogs and general
word of mouth via early adopters / online influencers.
• The venue was perfectly suited for the launch, easy to get to + open roofed like the car
• Drinks, food and entertainment were spot on + having relaxed MINI sales staff on hand helped for
potential purchases / general questions.
• Safety precautions were taken to stop speeding yet encourage a fun drive (i.e. MINI pace cars).
• Paid media to attract people to the campaign is working well (Web banners, radio, and billboards)
• Having the GM of sales and marketing at the event is a great touch, + her speech was not pushy
and all about MINI wanting to make meaningful fun experiences.
• Use of MINI’s existing properties (eg Twitter, facebook, and the website) was used well to promote
the event.
What could be better
• More people could have attended / stayed longer at the drive event (was on a week night so
people had work)
• The Design Indaba launch could have been better attended / publicised (Was short notice)
• Signs showing the relevant #MINIYOURNIGHT and the @MINISouthAfrica at the venue would
have helped increase amplification of the event.