As a lead-agency De Vries + Partners GmbH has successfully realized the International Media Launch of the new MINI Clubman in Stockholm.
On the outskirts of the Swedish capital an artist-loft of the “cool uncle”, a fictitious character adapt from the target group, has been created.
“His” Loft reflected literally the repositioning of the new MINI Clubman: The vehicle was put perfectly in scene on a first class stage.
The Journalists experienced a minutely planned program: three interlinked test drives, a successful press conference and to conclude the evening a dinner in the high-class restaurant Mr French. All these issues ensured a varied two-day program and invited the journalists to report enthusiastically about the new MINI Clubman.