MINInspiration

There I was just minding my own business on the roads of Jozi, when out of nowhere (ok, almost nowhere) a taxi driver rammed into the back of my car. My destination at the time was one of VWV's newest clients, MINI.

My insurance company arranged a Hyundai Getz for me while my car was in the shop. Yes, it had power steering and air conditioning but I just couldn't get used to it. The then MINI marketing manager - Guy Kilfoil - offered to "put a brother out of his misery" and loaned me Double XL, a black MINI Cooper S, till my regular ride was fixed.

On collecting ‘my' car, a very sweet lady, Anina, arranged for it to be washed and filled-up with juice. Double XL and I were then left to begin our newfound friendship. As I hit the highway heading home, my first thought about Double XL was that it is the quintessential balance between a smooth ride and bullet-like power.

I must mention the blue glow in the cabin, which is an especially nice touch. I found out subsequently that you can switch the glow to orange, too. The lining on the leather is also stylish, and sitting in the car genuinely makes you feel you're in one of those boutique W Hotels - functional, and neo-classic. The only blemish Double XL has, in my opinion as a music lover, is that the sound needs to be MAXI-mised.

As I set up a client meeting at the Department of Arts and Culture, I looked forward to taking my new ride on our first cross-city trip. Getting into the car felt rather gauche as the irony of the situation struck me - I was in a MINI in a suit and tie, off to a government department to meet with bureaucrats. That just had to be a MINI-contradiction. Fellow road-users expect drivers of these fabulous cars to look the part: Benetton-clad outfits behind striking designer sunglasses. Fortunately, Double XL decided to oblige me, and I arrived just in time, thanks to a teeny-weeny parking-bay on Church Street, made of course with this, (and no other), vehicle in mind.

On my return to the office I was struck by flying debris off the newly tarred highway, and for my efforts, I received a windscreen chip. "OH DAMN!" (Or something similar) came out of my mouth; this was, after all, a borrowed car.

My enjoyable week with my now good friend, Double XL, ended off at the movies (no, I don't have children yet). Finding a Friday night parking at The Firs in Rosebank is like the Department of Roads refunding you for a chipped windscreen. IT JUST DOESN'T HAPPEN! Double XL managed to find a MINI-ture spot that very few cars would fit into.

My companion commented on the interior design, the unusual glove compartment button, the different-looking odometer, the steering wheel etc. All of these MINI-differences made me realise just how important a slick handover of a car is. When it comes to running an experiential agency, this could not be more true; even if it were just for a test drive, briefing someone properly allows them to appreciate the car's experience that much more.

Let me leave you with this thought - I now know why the conversion from test drive to sale of this vehicle is so high. Maybe all car brands should loan cars to people for a week as opposed to spending millions on advertising...

I'll share that with my client.

Signed

XX Double XL