A larger-than life car bowling extravaganza to demonstrate MINI’s driving dynamics and cheeky attitude during the Sydney Motorshow.
ClientMini Project
Mini Strike
The
Challenge
After a continued presence at the Sydney Motorshow, MINI came to PLAY and asked us to develop a stand alone activation around the Motorshow and deliver 500 driving experiences to potential MINI drivers.
The
Strategy
Answering the call, PLAY developed a larger than life bowling extravaganza to demonstrate MINI’s go-cart handling and performance. Our objective was to get the audience thinking, “Wow, I didn’t realise you could do that with a MINI!”
The
Experience
Consumers were given the opportunity to hop in the car with a professional driver and be part of the world’s first car bowling experience! Pre-promotion included ambient media, online, teaser trailer plus Sydney’s largest billboard.
Wow, I didn’t realise you could do that with a Mini.
The
Results
5000 Brand Impressions
850 Driving experiences
2 Cars sold immediately
The project budget was recouped by the media coverage alone
