MINI Roadster is positioned for adventure by VWV

Award-winning brand experience agency, the VWV Group, was appointed by MINI to launch the new Roadster - the sixth model in the brand's current line-up and its very first open-top two-seater. VWV's brief was to launch the Roadster under the creative positioning of 'another night, another adventure' - rolled out in two phases: the first being the reveal of the new model at the Design Indaba and the second, to introduce the Roadster at a Cape Town event that included test drives under a full moon.

iLuminate of America’s Got Talent fame launches MINI Roadster
MINI chose the Design Indaba as the platform for the reveal due to the brand's unequivocal connection with the design industry. The Roadster's reveal took place at the closing event in a slot that is traditionally a surprise for the industry. Working closely with MINI's ATL agency, BlackRiver FC, VWV produced the evening's performance which included iLuminate of America's Got

The MINI full moon test drive event was held at a venue with a retractable roof – just another play on the open-top car’s positioning
fame, to tie into the positioning of a night time adventure. The dancers lit up the stage in a series of illuminated, choreographed moves amidst a massive backdrop that eventually revealed a glittering representation in lights of the new MINI Roadster.

VWV's executive creative producer, Dean McKain, said: "Our intention was to expose the new model to a captive audience that included some of South Africa's finest creative minds, and the roars of appreciation at the end of the performance confirmed we had made the right choice!"

In addition to the reveal, VWV conceptualised and produced the full moon test drive event for selected guests. The experience was hosted on an evening with a full moon at a slick Cape Town City Bowl venue with a retractable roof - just another play on the open-top car's positioning. Guests were invited to join a half-hour test drive over the picturesque Kloof Neck, into Camps Bay, and back to the City Bowl. On return to the venue, canapés and drinks were served while guests enjoyed a performance by, Good Luck, who, coincidentally had been notified of their three SAMA nominations that day. Tying into the theme of 'another night another adventure', the event was set to 'glo in the dark' with fluorescent décor, waiters wearing glo sunglasses and the MINI team illuminated with glo earrings.

iLuminate show off the new MINI Roadster - the sixth model in the brand’s current line-up and its very first open-top two-seater
Being cheeky enough to launch an open-top car at night under a full moon made the event unique. "There is nothing traditional about MINI, and working with the brand means coming up with the unconventional, always pushing the limits. Working closely with Black River FC, we sculptured a brand experience that spoke directly to the brand positioning, and brought it to life," said McKain, who added, "Our longstanding relationship with MINI and a deep understanding of the brand, as well as our ability to strategically conceptualise an event as opposed to just execute it, won us the job."

MINI guests enjoyed a test drive affirming the car’s positioning of ‘another night, another adventure’
Karen Valle, general manager, MINI South Africa, said: "With a fleet of the awesome new MINI Roadsters and Cape Town's coolest and most adventurous drivers, we almost brought Camps Bay to a standstill on our first full moon test drive in March! As always, MINI likes to do things a bit differently, so we chose to launch the Roadster at night - under a full moon! In our world, the fun and adventure only really starts after the sun sets! The aim of this event was to show off the sixth member of the MINI family, but also to create the need to be a part of our iconic brand and lifestyle. Joburg and Pretoria crowds will need to keep a close watch on the full moon and can expect to be a part of this excitement in May."

For more information on creating experiences that change perceptions and inspire action call Minette Smalle on 011 799-2600 or visit Like us on Facebook: VWV and follow us on Twitter: @VWVGroup.

2 Apr 2012 13:29


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