MINIBIG LOVE DAY

Objectives

An event organised in the west of Paris to mark 20 years of the new MINI era at the BMW Group.

To bring in MINI customers, MINI clubs, influencers, key account customers to give them a variety of experiences for a day.

The idea

“BIG LOVE DAY”

A celebration of 20 years of the brand’s new era as part of the BMW Group at the Château de la Cour Senlisse.

The guest list included influencers, customers and MINI clubs, all interested in learning about the brand’s history and newest features. On the line-up: iconic MINI exhibitions and exhibits, road tests, exclusive preview experience of the latest MINI x Paul Smith concept, activities, games for children, food truck and DJ set!

Outcomes

● Nearly 300 MINI guests over the day
● 10 influencers on-site and many shares #BIGLOVEDAY
● Overall satisfaction of 9.1/10