BMW Reveals MINI Clubman in Historic Berlin Locations
BMW wanted the launch of the MINI Clubman to be as spectacular as the car itself. So when 3,300 BMW dealers, importers and sales staff came to Berlin in waves of 210 people per day for the unveiling, they were treated to more than a simple product presentation. The three-week, 21-event affair took place at a variety of historic locations throughout metropolitan Berlin with many of the sessions happening simultaneously in different locations to accommodate the entire group.
After the initial reveal attendees were given the chance to drive the cars. Specially written software to track the cars and MINI Clubman branded road guides, written in seven languages, with turn-by-turn navigation were provided. Drivers wound their way through the streets of Berlin for two hours, experiencing the handling of the MINI Clubman and following the road map to the next destination.
At the end of their drive, attendees arrived at the historic Café Moskau to enjoy a completely branded MINI world that included a variety of highly stylized learning areas where product features were communicated. Then came another scenic drive and another historic location complete with more content stations.
That wasn’t even close to all the fun attendees experienced… there was a dynamic driving course, an exhibition at Tube Station Potsdamer Platz in the heart of Berlin, a tearing down of a mock-Berlin Wall—a replica of the original wall, which was located just beneath the Potsdamer Platz—and a night of dinner and dancing, plus a variety of workshops on day two.
Local and regional media coverage was extensive, leading to pre-public launch buzz around the new vehicle. The dealer community in particular came away from the event extremely excited about the prospects for the product and MINI’s brand. Dealers were quoted as saying, “A revolutionary new product and an incredible story to tell” and “The best dealer event I have ever attended.”