Mini Garage Experiential

Category

Automotive

Audience

ABC1, Young, Trendy, Newmarket in Auckland, Central City in Wellington.  

Objective

In 2011 Mini NZ launched the new and exclusive Mini Coupe and Roadster.  In 2012 Mini Garage re-located from the Iconic Ponsonby Rd site to their current Newmarket location.  

Engage were asked to promote new car offerings and store locations with techniques in keeping with key brand values.     

Execution

Over 200 street Stencils were executed in Wellington and Auckland.  The Engage design team created the Roadster and Coupe stencils form source imagery.  Street teams also bought the cars to the public in on street demonstrations.   

Outcome

A packed Newmarket location on the first day of the re-locations was a real highlight and key to a smooth transition form old to new site.  The Coupe and Roadster were both successfully launched in Wellington for Jeff Gray and the team.