Client: BMW Group Italia - Brand MINI
Location: Milan, Florence, Verona, Bari, Naples, Treviso, Turin and Palermo
Type of project: Automotive - Production
Having built up a strong relationship with the MAC Group over the years, BMW Group Italy approached us to find the most impactful public and private locations to host the display of the MINI models for this road show and to manage the test drives.
The project as a whole aimed to visit eight Italian city squares in a month - between early November and early December - offering the public the opportunity to get to know and test drive the new MINI, booking a slot on the MINI website. These meeting points extended across the country from south to north - Milan, Florence, Verona, Bari, Naples, Treviso, Turin and Palermo. In each city square, the MINI display stand was bigger than the year before (15x20 m), offering a rich array of MINI gadgets and products.
The MAC Group's organizational and management capabilities meant we were able to take care of all the procedures required to set the stands up in the locations most frequented by the MINI target group and to obtain the authorization needed for test drives, personally managing the relations with the public and coordinating the suppliers.
