DDB Paris recently came up with a nice idea for increasing test drives for MINI.
10 new stores were opened in Paris, but instead of building pricey brick-and-mortar showrooms, they brought the product directly to the consumer by outfitting 10 vehicles. These new ‘stores’ allowed people to test drive a MINI from anywhere in the city. There were custom ‘MINI Store’ signs atop the cars, and brochures and a salesman inside. These mobile stores multiplied the access points to the MINI brand and boosted the number of test drives. You can check out the campaign in the video below: