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Web Film

MINI: MINI Store


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MINI challenged DDB PARIS to find a smart way to drive more people to
the MINI Stores in Paris for them to book a test drive. However,
opening a new store in Paris is extremely costly, thus MINI had only 3
stores where people could experience the cars. We realized that the
only thing you need to sell a MINI is a MINI itself, so we came up
with a fun execution that literally transforms MINIs into… MINI
Stores.

We created custom signage and transformed the MINI cars into actual
stores, complete with a salesman, brochures and opening hours. People
could “come in” the stores and take them for a ride, directly
experiencing the best part about MINI - the car itself. We opened 10
new stores (first in Paris and now to be deployed all over France)
multiplying the access points to the MINI brand and the number of test
drives. Additionally, wherever we parked a MINI Store, we immediately
branded the location as a MINI location – all for the price of a
parking ticket. For those who really wanted to, the MINI stores were
for sale themselves.

As a result, we changed the way a store should look like and added
another piece to the MINI universe, creating more buying opportunities
and a whole new business model that only MINI can propose.
Credits Other credits

Managing Director : Vincent Leorat

Account Director : Florent Depoisier

Account Executive : Paul Royer

Director of Partnerships : Guillaume Cossou



Head of MINI France : Frederic Bottlang

MINI France Marketing Manager: Bertrand Forgues

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