MINI Financial Services needed to raise awareness and engage attendees during the bi-annual MINI Takes the States road trip across the United States.
The first step was to present our ideas to the client. We created this interactive presentation which helped them get a better understanding of our vision and all the elements that would make their booth stand out from the crowd.
CREATIVE DIRECTION / ART DIRECTION
We helped MINI FS steal the show with an interactive coloring wall that received daily engagement. One wall traveled with the west coast rally, the other with the east and they came together with a third at the final destination.
In addition to the booth design, we created branded collateral with pre- and post-event digital communications. A branded MINI even traveled with the rally during the entire roadtrip.
They wanted to change customer perceptions that “financial services” isn’t just about insurance projects, but the brand itself is “cool.” Hence the cooling tent and the FS Cool hashtag. The hashtag yielded the highest number of uses on social media compared to the other categories. Department heads and executives agreed it was the best event brand activation they’d seen.
Chef Jet Tila offered celebrity backing and hosted a book signing at the booth.