Client: BMW Group Italy - MINI Brand
Location: Villafranca di Verona
Project: Management of Clubs and Communities - Sets and Shows - Production - Automotive
BMW Group Italy commissioned the MAC Group to organize and run a MINI event on Lake Garda to create a bonding opportunity for MINI owners and to further support brand loyalty. The commission also included the formalities required to obtain authorization to use the related public spaces and for advertising.
The MAC Group designed the itineraries and chose Villafranca di Verona Castle as the most suitable location for the meeting and the games we devised and proposed. Going beyond the brief, MAC successfully aimed to create a communications tool which - in BMW's hands - drew media attention to MINI Driver Italia and was proposed for the Guinness Book of Records. The 196 cars of the participants were arranged in their various different colors to form a giant MINI logo mosaic 110 meters wide by 45 high. Photographs taken from a helicopter were sent to the press and published, thereby increasing the number of people aware of the event and its message.
