Here’s a very clever idea from MINI in France. They recently announced the opening of 10 new stores to increase test drives for their MINIs but they weren’t your tradition car show rooms, these were mobile MINI stores that could travel straight to the customer.
Instead of building standard show rooms MINI launched 10 actual MINIs on to the roads of Paris so that more potential customers could try the car and enjoy an immediate test drive. These mobile stores could reach every area in the city and really took the hassle out of the test drive experience. While this is a great activation idea, it would have been even better if it had been integrated with the MINI social activity such as their Facebook page. Thoughts? Nice one DDB Paris!
I would have been so efficient with a digital communication… but nothing on Facebook nor when you look it up on google. The idea is nice but the communication is kind of disappointing.
I love this idea but i 100% agree. Even just something simple… like check in on FB at what locations they are at for that day would have been really good or photos of the crew uploaded on to FB or Twitter to say that they are here and ready for test drives.
Then encourage test drivers to leave feedback…. so many lost opportunities.